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Corona beer competition does not breach alcohol responsibility rules

Published:  11 October, 2011

The Portman Group's Independent Complaints Panel has ruled a Corona Extra beer Ibiza competition did not encourage excessive consumption.

The brand owned by Molson Coors Brewing Company UK, ran a promotion in which entrants had to purchase a bucket of five Corona Extras to be in with a chance of winning an instant prize, or holiday to Ibiza.

The complaint, issued by a member of the public, considered that asking someone to purchase five bottles in one session went against responsible drinking guidelines.

Molson Coors explained that all of the consumer-facing point-of-sale material made clear that the bucket of Corona intended to reinforced the 'share' message'.

They also pointed out that consumers were only allowed to enter twice in a day.

In considering the complaint, the panel considered that the point-of-sale material made it very clear that the bucket of five Coronas was for shared consumption.

It also noted the company had made regular use of the Portman Group Advisory Service and had taken on board most of the advice given.

David Poley, chief executive of the Portman Group, said: "It is important when running multi-purchase on-trade promotions that companies contact the Portman Group for advice.

"It enables companies to identify any possible issues under the alcohol responsibility code and to address them before launch.

"Molson Coors sought advice from our code advisory service and took a number of steps to ensure that the promotion did not encourage immoderate consumption."

The panel ruled that no action will be required from the company.