- Retailers warned against O.J Premium Strong Beer
- The Portman Group issued alert
- Accused of not marketed in a socially responsible manner
Retailers are being urged to stop placing orders for a strong Belgium beer brand after it is found that the product placed undue emphasis on its higher alcoholic strength.
The Portman Group on Monday (Sept 22) issued an alert asking retailers to stop placing orders for Liquor Zaar’s O.J Premium Strong Beer after the 15 December 2025, after the Independent Complaints Panel (Panel) found that the product placed undue emphasis on its higher alcoholic strength, and that that the packaging, which contained more than 4 units of alcohol, indirectly encouraged immoderate consumption.
The complaint, made by Zenith Global Commercial Ltd, as part of the Portman Group’s independent proactive audit of the UK market, raised concerns about potential Code breaches of Code Rule 3.2 (a), which states that a drink should not give higher alcoholic strength, or intoxicating effect, undue emphasis, and Code Rule 3.2 (f), whereby a drink should not encourage illegal, irresponsible or immoderate consumption.
In addition the Panel considered whether the cartoon image of an athletically built man with large muscular biceps could suggest that the drink could enhance physical capabilities, which would have been a breach of Code Rule 3.2 (j) but concluded there was nothing on the packaging to sufficiently link the image to consumption of the drink and this part of the complaint was not upheld.
The Panel noted that whilst it was important to ensure a drink’s strength was communicated factually, the higher strength should not be unduly emphasised.
The Panel considered that the combination of multiple strength cues, including disproportionately large fonts and repeated overt presentation of the drink’s ABV, alongside imagery representing physical strength, placed undue emphasis on the drink’s higher alcoholic strength. In this case, the Panel noted that some consumers would be particularly vulnerable to marketing where the higher alcoholic strength of a drink was presented as a virtue and expressed significant concern regarding its presentation. Accordingly, the complaint was upheld under Code Rule 3.2(a).
Looking at whether the drink encouraged irresponsible or immoderate consumption, the Panel noted that as the product contained 4.4 units of alcohol in a single serve, non-resealable container, mitigating factors such as a ‘share’ message or per serve information should have been included on the packaging.
In the absence of this information, the Panel considered that the packaging indirectly encouraged immoderate consumption, as such, the complaint was upheld under Code rule 3.2(f).
Chair of the Independent Complaints Panel, Rachel Childs, said, “Despite being given several opportunities to submit a response to the Panel about this complaint, the company did not respond to any correspondence relating to this matter.
"It is unacceptable for an alcoholic product to market its higher alcoholic strength as the primary reason for purchase, particularly when it was also found to encourage immoderate consumption. The Code is explicitly clear that alcohol marketing should not particularly appeal to those who are vulnerable.
"During consideration, the Panel expressed significant concern about the packaging of O.J Premium Strong Beer and concluded that it had not been marketed in a socially responsible manner.”
Matt Lambert, Chief Executive of the Portman Group, said, “This is the first Retailer Alert Bulletin (RAB) the Portman Group has issued since 2023. It is particularly disappointing that the producer refused to engage with the process or take advice from our free advisory service.
"The Portman Group will not hesitate to enforce the Panel’s decision and request that all responsible retailers across the UK stop placing orders for O.J Premium Strong Beer after the 15 December 2025. If any retailer is unsure about the RAB’s application, please contact the Complaints Team for further information.”
A Retailer Alert Bulletin is only issued by the Portman Group following an upheld complaint by the Panel where the producer chooses not to comply with the decision.