In a recent controversy, a brewery called Tiny Rebel has come under fire for their marketing tactics. The Portman Group, an industry watchdog, has upheld complaints against the Newport-based brewery for what they consider to be “flagrant” and “socially irresponsible” marketing strategies. The specific issue at hand is the packaging of Tiny Rebel’s beers, which closely mimic popular non-alcoholic drink brands targeted towards children.

The beers in question include Primed Blue Raspberry IPA, Hwyl Peanut Butter Flapjack IPA, Monstar Hawaiian Punch IPA, and TinyFast Milkshake IPA. These products were sold with packaging that closely resembled that of Prime, a blue raspberry hydration drink promoted by YouTubers KSI and Logan Paul. Additionally, all four beers were marketed with the slogan: “Made with love and fun to help chase away the January blues.”

The Portman Group has upheld multiple complaints against these products. Firstly, they argue that the marketing encourages irresponsible consumption. Furthermore, they claim that the beers are suggesting, to varying degrees, that they possess therapeutic qualities, can enhance mental or physical capabilities, and can alter mood or behavior. Additionally, three of the products were found to have particular appeal to individuals under the age of 18, while TinyFast was criticized for promoting rapid drinking.

As a result of these complaints, all four products have been discontinued. Nicola Williams, chair of the independent complaints panel at the Portman Group, stated, “It is socially irresponsible for a producer to mimic well-known non-alcoholic drink brands that are marketed on the grounds of weight loss, meal replacement, and performance-enhancing properties on alcoholic drinks packaging in such a flagrant manner.” Williams believes that these cases set clear precedents for all producers to consider.

Matt Lambert, the chief executive of the Portman Group, expressed concern over Tiny Rebel’s behavior, calling it a “continuation of concerning behavior.” Lambert stated that they have had constructive conversations with the brewery and hopes that they will learn from this experience and ensure that their future products comply with regulations. Tiny Rebel, in response, said that they take their responsibilities seriously and highlighted the positive impact they have made through their Tiny Rebel community fund.

While it is clear that Tiny Rebel raised a significant amount of money for community projects through the sale of these controversial beers, the issue at hand is the ethical implications of their marketing tactics. It is important for breweries and other producers to consider the potential impact of their marketing efforts and ensure that they are not encouraging irresponsible behavior or targeting vulnerable demographics. Hopefully, this controversy will serve as a reminder for all producers to uphold responsible marketing practices and prioritize the well-being of consumers.