04/12/2009 - Super-strong beer banned from sale
An alcohol watchdog has ruled that a beer containing 18.2% alcohol must be banned from sale, after concerns were raised that it was "irresponsible".
The Portman Group started an investigation into the Tokyo* beer after health campaigners said the message on the label promoted excessive drinking.
The message, which also features on the beer's website reads: "Everything in moderation, including moderation itself. What logically follows is that you must, from time, have excess. This beer is for those times."
The watchdog's independent complaints panel said they agreed that the slogan promoted excessive drinking and was: "particularly unwise in the context of a product that contained six units of alcohol in a single 330ml bottle".
Aberdeenshire-based company BrewDog, which makes Tokyo*, was told that its marketing did not meet the watchdog's minimum, mandatory standards.
A retailer alert bulletin has been issued requesting that retailers stop selling the beer until its marketing is updated to meet the terms of the code.
Copyright © Press Association 2009
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