Alcohol brands unite in bid to avoid regulation

The move follows fierce criticism from lobby groups and politicians after it emerged in February that just 15% of alcoholic drinks carried the information required under the current voluntary scheme.

The Labour government had threatened compulsory labelling in response to low levels of voluntary compliance.
Since then, industry body The Portman Group has collected pledges its from members, including Carlsberg and Diageo, that they will improve their labelling. Supermarkets are also set to comply.

The Portman Group estimates that compliance with core elements of the labelling scheme will leap to 81%. However, David Poley, the group's chief executive, warned that any 'dallying' by the new government will affect the plans.

'There's a danger that, if the government takes a long time in coming back and confirming its plans, then it will be difficult to achieve the 81% by the  2012 target,' he said.

Poley added that, if drinks producers begin to comply, there should be no further changes to labelling requirements for at least five years.

This article was first published on marketingmagazine.co.uk