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| Jody Scheckter's beer label 'breaks rules' | Jody Scheckter's beer label 'breaks rules' |
| (about 5 hours later) | |
| Labelling on bottles of organic beer made by former F1 World Champion Jody Scheckter breaks rules on appealing to children, a watchdog has said. | Labelling on bottles of organic beer made by former F1 World Champion Jody Scheckter breaks rules on appealing to children, a watchdog has said. |
| Bottles of lager and ale made at Laverstock Park Farm in Hampshire feature farmer "Mr Laverstock". | Bottles of lager and ale made at Laverstock Park Farm in Hampshire feature farmer "Mr Laverstock". |
| One complaint over the "childish" design has led to the Portman Group finding it may appeal to children. | One complaint over the "childish" design has led to the Portman Group finding it may appeal to children. |
| Mr Scheckter said it was "nonsensical" and he would fight plans to stop sales of the product from 7 January. | |
| The Portman Group promotes responsibility within the alcohol sector and its findings, although not legally binding, carry weight within the industry. | The Portman Group promotes responsibility within the alcohol sector and its findings, although not legally binding, carry weight within the industry. |
| Complaints are referred to the group's Independent Complaints Panel which, in this case, ruled the labelling "breached alcohol responsibility rules for using a drawing with particular appeal to young children to market alcoholic drinks". | Complaints are referred to the group's Independent Complaints Panel which, in this case, ruled the labelling "breached alcohol responsibility rules for using a drawing with particular appeal to young children to market alcoholic drinks". |
| 'Without foundation' | 'Without foundation' |
| Mr Scheckter, 62, who was crowned Formula 1 World Champion in 1979, said more than 170,000 bottles of his ale and lager have been sold without complaint since 2007 with many retailers now stocking the product. | |
| He said: "If I believed for one second that our labelling was going to appeal to and encourage children to drink our ale and lager I would stop immediately. | He said: "If I believed for one second that our labelling was going to appeal to and encourage children to drink our ale and lager I would stop immediately. |
| "The Portman Group's belief... is nonsensical and without foundation. | "The Portman Group's belief... is nonsensical and without foundation. |
| "Our ale and lager has been purchased by responsible and knowledgeable buyers from the major multiples... and those retailers would not buy a beer that they considered to be a risk to their company's reputation." | "Our ale and lager has been purchased by responsible and knowledgeable buyers from the major multiples... and those retailers would not buy a beer that they considered to be a risk to their company's reputation." |
| He said the financial implications for his small company, based near Basingstoke, to change the product before the January deadline and with Christmas looming was huge. | He said the financial implications for his small company, based near Basingstoke, to change the product before the January deadline and with Christmas looming was huge. |
| "We cannot afford to have a nationwide advertising campaign to re-launch the product... it may mean that it is no longer viable for us to produce our award-winning beers." | "We cannot afford to have a nationwide advertising campaign to re-launch the product... it may mean that it is no longer viable for us to produce our award-winning beers." |
| Apple juice | Apple juice |
| He called on retailers to ignore the ruling and said he was seeking legal advice, adding: "I have no intention of bowing down to the Portman Group." | He called on retailers to ignore the ruling and said he was seeking legal advice, adding: "I have no intention of bowing down to the Portman Group." |
| The farm uses the logo, which was designed by Mr Scheckter's son, on its range of products, including apple juice. | |
| Henry Ashworth, chief executive of the Portman Group, said: "Whilst a child's drawing may be acceptable for marketing organic apple juice it is entirely inappropriate for alcoholic drinks' labels. | Henry Ashworth, chief executive of the Portman Group, said: "Whilst a child's drawing may be acceptable for marketing organic apple juice it is entirely inappropriate for alcoholic drinks' labels. |
| "There are no exceptions to the rule which says that alcohol packaging must not appeal to children, regardless of where a product is being sold. | "There are no exceptions to the rule which says that alcohol packaging must not appeal to children, regardless of where a product is being sold. |
| "We understand that producers don't deliberately set out to break the rules but they must be extra vigilant when it comes to marketing alcohol." | "We understand that producers don't deliberately set out to break the rules but they must be extra vigilant when it comes to marketing alcohol." |
| Mr Scheckter drove in Formula 1 from 1972 to 1980, racing in more than 100 Grand Prix, winning nine. | Mr Scheckter drove in Formula 1 from 1972 to 1980, racing in more than 100 Grand Prix, winning nine. |
| After retiring he set up a business in the US using simulators to help police and military forces in weapons training before buying the farm. | After retiring he set up a business in the US using simulators to help police and military forces in weapons training before buying the farm. |