Treasury and Mast- Jägermeister join Portman Group

By Gemma McKenna

Published: 27 October, 2014

Treasury Wine Estates and Mast-Jägermeister UK have joined alcohol responsibility body the Portman Group.

The firms bring the total number of UK businesses with Portman Group membership to 11, covering 60% of the UK beer, cider, wine and spirit market.

Portman Group members recognise they have a responsibility and a major business interest in reducing the harmful use of alcohol. Members make a funding commitment which the group says enables the alcohol industry's self-regulatory framework to operate. They have been instrumental in setting up initiatives educating the public on responsible drinking - including unit labelling. It also leads the industry code of practice around responsible marketing.

Henry Ashworth, chief executive of the Portman Group, said: "By joining the Portman Group, Treasury Wine Estates and Mast-Jägermeister UK are demonstrating a serious commitment to driving responsible practices in the UK alcohol market. Portman Group members are recognised for their leadership in responsibility measures and their financial support contributes to the operation of the self-regulatory framework for the whole of the industry, and enables this sector to demonstrate that it can police itself effectively and market products in a socially responsible way so they are enjoyed sensibly by adults in the UK."

Henry Ashworth

Dan Townsend, general manager for UK, Ireland and Western Europe for Treasury Wine Estates said: "It is our ambition to be the industry leader on the responsible consumption of wine. Millions of adults around the world enjoy our brands, and we want them to do so responsibly. This is something we share with the Portman Group and we look forward to working together to advance the social responsibility agenda within the wine industry, and the alcohol beverages industry more broadly."

Guy Lawrence, chief executive of Mast-Jägermeister UK said: "Mast-Jägermeister UK is delighted to join the Portman Group. A family company established in 1935, we take the responsible marketing of our brand very seriously, in line with the Portman Group code. We look forward to playing a leadership role within the group over the next few years."

The Portman Group brought about the creation of independent charity Drinkaware in 2006, which focuses on informing consumers about responsible drinking.

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