How to play nice with others

As you may know, the SWA (Scotch Whisky Association)  has taken a lot of crap lately over the proposed "blended malt whisky" nomenclature.

I don't want people to think that all they do is come up with controversial naming conventions.
They actually do a lot of good.

One of the good things they've done recently is to release a Code of Practice for the industry regarding what are acceptable practices for whisky industry marketing and promotion.

It's likely you haven't read the Code - the SWA doesn't make it easy to find (no direct link off their web site), but I have, and I'm such a nice guy, if you stick with me, you'll find the link a little further on.

I'll summarize below: (Please read this with a Cecil B. DeMille God voice for full effect)

1. Thou shalt promote Responsible Consumption
2. Thou shalt not encourage Underage Drinking
3. Thou shalt not use Alcoholic Content as a selling point
4. Drinking and Driving: Bad
5. Scotch whisky doth not granteth prowess of a sexual nature nor status of a social nature.
6. Scotch whisky shalt not be used to promote claims of well health
7. Thou shalt not be naughty in thy promotion of tastings, thy use of Internet, nor in thine sponsorships.

(End of God voice)

This is serious stuff, so now I'll give a serious synopsis of each one:

Responsible Consumption
Pretty obvious - No one should be promoting reckless use of scotch.
We all know scotch is not really a binge drinker's beverage. But one of the side effects of promoting scotch to new drinkers is that some of them may not be interested in savoring a dram. This guideline asks that marketers not promote binge drinking, anti-social behavior, or immoderate consumption.
Check.

Discourage Underage Drinking
Also obvious. Don't promote to kids, don't promote in places or situations that are primarily for kids. If celebrities are used to promote the product, they should not be celebrities who primarily appeal to the underaged. Scotch should not be associated with "rites of passage" to adulthood. Brand Logos and names should be avoided on clothes, games, toys, and other items aim at the underaged.
Got it.

Alcohol Content
Alcohol content should be clearly communicated on packaging.  However, undue emphasis on the alcohol content should not be used as a basis to appeal to consumers. Marketing cask strengths responsibly will not violate the code.
Fine by me.

Drinking and Driving
Bad.
Knew that.

Sexual and Social Success
Depicting people in a "romantic" setting and use of attractive and/or affluent people to promote the product is acceptable. But no promotion should suggest that affluence, attractiveness, or gettin' jiggy can be found in a good bottle of scotch.
Don't I know it.

Alcohol and Health
Despite the recent findings that moderate consumption of alcohol may be beneficial to one's health, companies should be careful about making health-related claims.
That's right, friends. Not a health tonic.

Tastings
Don't promote or reward excessive consumption. Don't promote whisky to be consumed in a shot or shooter based fashion.
No tastings during spring break.

Websites
Websites should prominently show a responsible drinking message. Companies should use an age verification gate-keeper. Websites should not include games and other activities that suggest misuse of alcohol. No ring-tones, games or downloads should be offered which might appeal to the underaged.
I hate the age verification thing. So pointless.

Sponsorships
Companies should not sponsor an event where the under-aged account for more than 25% of the participants. Merchandise bearing the company's brand name or logo should not be aimed at the underaged. It is fine to sponsor activities that may be dangerous after consumption of alcohol, as long as companies do not promote or suggest that alcohol consumption is appropriate while undertaking these activities.
Scotch is better after skiing.

The long and short
This is a good thing. Listen, I'm certainly no prude, but I'm not a big fan of using sex to sell liquor.
I'm behind the code 100%, especially if it prevents scotch being advertised like every other adult beverage:

Rum:

 

Vodka:

Beer:
I doubt there is anyone who can not get behind this Code of Conduct. Good work, SWA.

Now let's just get the blended malt thing straight!

As promised: Code of Practice

Comments

[Harry]

Is scotch really a problem for underage drinkers? Perhaps it is different in the UK and Europe but around here I never saw any scotch while I was getting ready to vomit on my parents carpet after my friends dropped me off at home at the end of an unauthorized house party. Unless we were raiding a poor father's liquor cabinet, scotch was pretty safe from the ravages of teenage rebels around here. Just too expensive! Why get drunk on scotch when there are much cheaper alternatives? The fact that it is imported makes it more expensive here and since teenagers aren't known for savoring their drinks, the improved taste over cheap rotgut wasn't much of a factor. Perhaps it is cheap enough overseas to be used by fourteen year olds.

Beer ads have really gone back to the old sex sells format. In fact, they've gone overboard in my opinion as Molson Canadian and Bud light are currently running some ads which practically scream, "Drink Beer! Get some action!" Even Bailey's is in on it with their "Sense of adventure ads". But this really isn't surprising when we have ads for denture adhesive which employ young women in provocative ways.

That Bacardi ad is quite risqué if you know the other meaning of vegetarian.

I never would have thought that single malt scotch would be used for binge drinking but when single malt afficionados get together, they sometimes organize week long sessions of liver pounding. This isn't for me but I have, on occasion, attending whisky festivals where I've sampled a few sips of many whiskies in an evening. I think there comes a point where good scotch is wasted on me but there are many who don't feel that way.

The age checking whisky websites are silly though. I've found some which don't like my date of birth and I have to enter others until I find one that works. Kids could simply say they were a hundred years old. Do they think they're stupid? Or is the fact that they lied to enter the site what makes it OK?