The Portman Group's role in the shift towards responsible drinking

The Portman Group

The Portman Group, established in 1989, is funded by eight member companies: Bacardi Brown-Forman Branks UK, Budweiser Brewing Group UK&I, Carlsberg UK, Diageo GB, Heineken UK, Molson Coors Brewing Company UK, Pernod Ricard UK and Jägermeister UK.

As the self-regulating social responsibility body for alcohol producers in the UK, its aim is to help reduce the harms related to alcohol and to promote responsible drinking. This involves regulating the promotion and packaging of alcoholic drinks sold or marketed in the UK. It encourages the industry to market its products responsibly and to lead on best practice in alcohol corporate social responsibility.

Its Code of Practice applies to all alcohol marketing and specifies that alcohol is marketed responsibly and only at adults.

The Portman Group appears to be trailblazing through its mission, with a recent report from the International Alliance for Responsible Drinking which shows that underage drinking has declined in over two-thirds of the 63 countries with available data.  Research also suggests that around 60% of adults alternate alcoholic drinks with soft drinks, taking a responsible approach to alcohol consumption.

However, it seems unlikely that the reduction in underage and binge drinkers is solely down to The Portman Group’s efforts. It seems that general attitudes towards drinking are shifting. Recent reports suggest that increasing numbers of consumers are choosing low-alcohol, or alcohol-free products, or are at least open to trying them.

A quick search on Ocado shows a range of 81 alcohol-free products for sale, ranging from ‘No Sin Gin’ to  ‘Echo Falls Alcohol Free’ wine and a range of low and no alcohol beers and lagers.

The sales of non-alcoholic spirits rocketed 400% between February 2018 and February 2019. Kantar data shows that non-alcoholic beer sales were up by 58% on the previous year.

Should spirits companies be worried?

The rise in popularity of alcohol-free beverages appears to be more about moderation than abstinence, which is good news for traditional alcohol companies, some of which have also launched their own zero and low-alcohol product ranges.

The IWSR claims that key beverage alcohol companies are now investing in the category with an aim to attract new and younger customers. Part of their motivation is a moderate growth in wine and a decline in beer sales.

This indicates that although sales of traditional alcohol may decrease due to a consumer’s actively choosing to drink less alcohol, it also means that there is also ample opportunity for spirit and beer companies to adapt their product line and marketing campaigns according to consumer demand to ensure that they can remain profitable.

Impact on The Portman Group…

This is good news for The Portman Group, as it could be less likely to come under public scrutiny as it has done in the past due to allegations of it not being fully independent because of its funding and the fact that it is self-regulating. Alcohol Concern suggests that a self-regulating body is not appropriate for the alcohol market because the goals of tackling detrimental social impacts of irresponsible alcohol marketing are often in conflict with the goals of alcohol marketeers.

With the goals of alcohol companies now shifting, The Portman Group and its funders are in a stronger position to convincingly argue that responsible drinking does not conflict with their commercial goals.