Uncork Zero Alcohol Promotions
Hangovers are so last year, embrace the zero alcohol trend!
2024 is seeing greater numbers of consumers toasting to drinks with an Alcohol Beverage Volume (ABV) lower than your average Monday morning motivation.
NEW CAP and BCAP Code rules in relation to the advertising of alcohol alternatives came into force this year. Here’s your guide to marketing low/free alcohol responsibly:
- Shout it loud. ABV details must be prominently displayed on all marketing materials. As per the Code, alcohol alternatives are those with an ABV of 0.5% or under.
- Adults only. Ads should not target or be of likely appeal to those aged under 18! Do not advertise on a medium where more than 25% of the audience is under 18.
- Forever young. The faces featured in your ads should not be under 25 years old or seem to be below 25.
- Keep it classy, not boozy. The ad must not contain content that disparages sobriety or condones high alcohol consumption as desirable.
- Shared secrets. Where there is shared branding or cross-promotion whereby alcoholic drinks are inadvertently or intentionally promoted then the brand must comply with CAP/BCAP rules relating to alcoholic drinks.
- Examples of this include where the ad promotes alcohol alternatives alongside alcoholic drinks or alcoholic imagery.
- Alcohol alternatives are often consumed by those who are unwilling or unable to drink in some or all circumstances. If it is clear in the ad that the product is an alcohol alternative, then ads for alcohol alternatives are not prohibited from depicting these scenarios.
Remember, it’s not just an ad or a promotion– it’s an invitation to the sober soirée of the future! #SipResponsibly
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