February 6, 2023

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Beer-soda brand collabs must follow new marketing rules


It “will help consumers distinguish between alcohol and non-alcohol versions of beverages with popular brand names,” stated the organization, whose members include Molson Coors and Anheuser-Busch InBev. The new code has already taken effect.

The code change was also sparked by high interest in crossover brands, and by some brands left to compete with them, according to Jenn Litz, executive editor at Beer Business Daily, a beer industry trade publication.

“It’s not a secret… that many existing bev-alc players, mostly competitors of the likes of Hard Mtn Dew, Simply Spiked, etc., have sounded the alarm about such brands, taking issue with their placement in stores and more,” Litz said in an email.

The new code is compulsory for brewer members and states that advertising, packaging and marketing materials for alcoholic variants of non-alcohol products “should be readily distinguishable from the advertising and marketing materials of the non-alcohol product to not confuse consumers about the alcohol nature of the alcohol variant. Advertising and marketing materials, including but not limited to displays, signage, and sampling, should not feature both the non-alcohol product and the alcohol variant.”



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