Watchdog asks for Jody Scheckter's beer to be removed from shelves because of child's design (From This is Hampshire)
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Watchdog asks for Jody Scheckter's beer to be removed from shelves because of child's design
5:10pm Sunday 4th November 2012 in News By Emily Roberts, Chief Reporter
Jody Scheckter
FORMULA 1 ace Jody Scheckter has come out fighting after watchdogs asked for his organic beers to be removed from the shelves.
The beer, made at Mr Scheckter’s Laverstoke Park Farm near Overton, could be pulled because the label features a child’s drawing.
Industry-funded alcohol watchdog the Portman Group received a complaint about the bottles, which show a picture of a farmer, because the crayon drawing is the same as the image used on Laverstoke’s apple juice.
Portman claims this breaches marketing rules because it could appeal to children.
The picture, which is used on all of Laverstoke’s products and has been on the alcoholic drinks for five years, was drawn by Mr Scheckter’s son when he was four-years-old.
The ex-Formula 1 champion, who has sold 170,000 bottles of the beer without complaint, said: “No one in their right mind believes four-year-olds will drink beer because of our label.”
His son Freddie drew the picture of his dad wearing green wellies and overalls a decade ago.
Portman has issued a Retailer Alert Bulletin to retailers, police licensing officers, Trading Standards officers, licensing magistrates and other interested parties.
The ale and lager drinks are sold in various supermarkets including Sainsbury’s and Waitrose, and although the bulletin carries no legal force, retailers are unlikely to flout its guidance.
Mr Scheckter has promised to fight the Portman Group. In a letter to them, he said: “This reaction to products that have been on sale for almost five years and sold over 170,000 bottles versus a single complaint, seems excessive to say the least.
“No retailers have reported problems with under-18s attempting to buy Laverstoke ale or lager.”
He now faces an expensive rebranding of the entire range, and said: “The big boys want to show they are doing something and so they’re going after the small people.”
He added: “We don’t sell anything to children. We sell expensive organic produce.”
Comments(17)
Buster Preciation
says...
8:27am Mon 5 Nov 12
What's the betting the complainer lives in Laverstoke or Overton and doesn't like sports cars?
W Wallace
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9:19am Mon 5 Nov 12
This country is getting worse for its PC values and extreme ways. It clearly says ale on the bottle next thing we won't be able to buy shandy bass or top deck.
Duckorange
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10:07am Mon 5 Nov 12
Buster Preciation wrote:That narrows it down to six (or is it seven?) people.
Let's get this right, there is no evidence that anyone under the legal drinking age has been sold, has drunk or has even asked for the product and the Portman Group have responded to just ONE complaint.
What's the betting the complainer lives in Laverstoke or Overton and doesn't like sports cars?
llamedos2
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12:23pm Mon 5 Nov 12
Glad they have spare time on their hands - a protest against the Pubcos currently ruining the pub industry might be a better target? I will not hold my breat on that one...
llamedos2
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12:25pm Mon 5 Nov 12
Hector2004
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12:52pm Mon 5 Nov 12
jonone
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12:56pm Mon 5 Nov 12
robertspet8
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5:01pm Mon 5 Nov 12
It is all too easy to imagine how a small child could be attracted to the colouful labels, pick a pack up from the shelf, take them to the till, pay for them and not be stopped by their parents or have their age challenged at the checkout!!! :-)
Marina Morris
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6:38pm Mon 5 Nov 12
Incidentally the Laverstoke lager is EXCELLENT!
Nickyisgod
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6:04am Tue 6 Nov 12
elwwood
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8:39am Tue 6 Nov 12
Sam_Walker123456
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11:18am Tue 6 Nov 12
Marina Morris wrote:I hope you are over 18 years old Marina.
Agreed robertspet8 ... and they've still got to get the ruddy top off! Incidentally the Laverstoke lager is EXCELLENT!
LesFrèresCrucy
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7:49pm Tue 6 Nov 12
Absolutely cracking free advertisement - cheers!
BugBear
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8:40pm Tue 6 Nov 12
Mrs G of bstoke
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10:43pm Wed 7 Nov 12
Mrs G of bstoke
says...
10:48pm Wed 7 Nov 12
Mrs G of bstoke wrote:sorry, I meant Jody! whoops!
hhmmm never heard of this product, must try some! I think the label is cute and shows this is a family business. Joey is just a proud dad that wanted to to use a picture drawn by his son to represent his company. aaawwww
Travellednews says...
8:46pm Sun 4 Nov 12