Portman Group Opposes ‘Quickie’ Wine Brand for ‘Degrading’ Artwork | New
The Portman Group has spoken out against a wine brand for the use of “objectifying and degrading” works of art on its bottle.
A complaint against Quickie wine, which is being filed by Australian winemaker Some Young Punks, was filed with the watchdog by a member of the public who argued that it was sexist and that the brand name “could encourage excessive or rapid consumption of the drink.
The drink went before the watchdog’s independent complaints committee, which ruled that his artwork – which depicts a woman in lingerie – risked causing a “widespread offense.”
“The panel considered that the gratuitous and sexualized image of the woman on the front of the bottle was objectifying and demeaning to women and caused a serious offense based on sex and gender,” he said, citing its code’s rules that state drinks should not “suggest any association with sexual activity” or “cause widespread or serious crime”.
However, he did not agree that the brand name encouraged rapid consumption and had instead been used in reference to sexual activity.
The grocer has contacted Some Young Punks for comment.
A second product, Little Pomona Table Cider, was also presented to the committee, after a member of the public pointed out the illustration of a “little girl” on its packaging and the use of the word “petite”. in his name was problematic.
However, the committee decided that its branding was not “particularly immature, cartoonish or childish” and was not likely to have “particular appeal to those under 18”.
He also ruled that because the character’s age was ambiguous, the mark did not contravene its rule 3.2 (i), which states that the mark should not represent anyone “under the age of 25”.
The panel decided that the use of the word “little” was not a problem in this context and that “the clearly printed abv and descriptor” Table cider “meant that it was clearly a product. alcoholic. “
Susanna Forbes, Co-Founder of Little Pomona Orchard & Cidery, said: “We have always taken the issues of responsible drinking and the prevention of underage alcohol use very seriously.
“We would like to thank the Portman Group for considering our company’s ambition to raise the profile of cider using appropriate language and images,” Forbes added.
The chair of the independent complaints committee, Nicola Williams, said the two decisions were “fair and reasonable”.
“We continue to diligently apply the stipulations of the code, including when evaluating two very different products against a varying set of rules,” she added.