Watchdog asks for Jody Scheckter's beer to be removed from shelves because of child's design

5:10pm Sunday 4th November 2012 in News By Emily Roberts, Chief Reporter

Jody Scheckter Jody Scheckter

FORMULA 1 ace Jody Scheckter has come out fighting after watchdogs asked for his organic beers to be removed from the shelves.

The beer, made at Mr Scheckter’s Laverstoke Park Farm near Overton, could be pulled because the label features a child’s drawing.

Industry-funded alcohol watchdog the Portman Group received a complaint about the bottles, which show a picture of a farmer, because the crayon drawing is the same as the image used on Laverstoke’s apple juice.

Portman claims this breaches marketing rules because it could appeal to children.

The picture, which is used on all of Laverstoke’s products and has been on the alcoholic drinks for five years, was drawn by Mr Scheckter’s son when he was four-years-old.

The ex-Formula 1 champion, who has sold 170,000 bottles of the beer without complaint, said: “No one in their right mind believes four-year-olds will drink beer because of our label.”

His son Freddie drew the picture of his dad wearing green wellies and overalls a decade ago.

Portman has issued a Retailer Alert Bulletin to retailers, police licensing officers, Trading Standards officers, licensing magistrates and other interested parties.

The ale and lager drinks are sold in various supermarkets including Sainsbury’s and Waitrose, and although the bulletin carries no legal force, retailers are unlikely to flout its guidance.

Mr Scheckter has promised to fight the Portman Group. In a letter to them, he said: “This reaction to products that have been on sale for almost five years and sold over 170,000 bottles versus a single complaint, seems excessive to say the least.

“No retailers have reported problems with under-18s attempting to buy Laverstoke ale or lager.”

He now faces an expensive rebranding of the entire range, and said: “The big boys want to show they are doing something and so they’re going after the small people.”

He added: “We don’t sell anything to children. We sell expensive organic produce.”

Comments(17)

Travellednews says...
8:46pm Sun 4 Nov 12

Dear Portman Group......Grow Up!

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Buster Preciation says...
8:27am Mon 5 Nov 12

Let's get this right, there is no evidence that anyone under the legal drinking age has been sold, has drunk or has even asked for the product and the Portman Group have responded to just ONE complaint.
What's the betting the complainer lives in Laverstoke or Overton and doesn't like sports cars?

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W Wallace says...
9:19am Mon 5 Nov 12

It may appeal to kids? Really? Personally I don't tend to take my kids down the beer aisle and if I do they know its daddy's dirty beer.
This country is getting worse for its PC values and extreme ways. It clearly says ale on the bottle next thing we won't be able to buy shandy bass or top deck.

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Duckorange says...
10:07am Mon 5 Nov 12

Buster Preciation wrote:
Let's get this right, there is no evidence that anyone under the legal drinking age has been sold, has drunk or has even asked for the product and the Portman Group have responded to just ONE complaint.
What's the betting the complainer lives in Laverstoke or Overton and doesn't like sports cars?
That narrows it down to six (or is it seven?) people.

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llamedos2 says...
12:23pm Mon 5 Nov 12

The Portman Group are a toothless organisation, note their similar stance on the Wychwood Brewery 'Dogs ****' bottled beer. That was ignored, as should their current efforts.
Glad they have spare time on their hands - a protest against the Pubcos currently ruining the pub industry might be a better target? I will not hold my breat on that one...

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llamedos2 says...
12:25pm Mon 5 Nov 12

'I willnot hold my breath' reads somewhat better....

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Hector2004 says...
12:52pm Mon 5 Nov 12

Pretty soon, everything will have to be sold in plain packaging. This is typical of the nanny / pc state we now live in. Hopefully, retailers will stand with Jody on this and continue to sell it. There is of course little doubt of where “THE” complaint came from… Shameful !

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jonone says...
12:56pm Mon 5 Nov 12

Dear Portman Group. You are absolute, utter, total retards.

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robertspet8 says...
5:01pm Mon 5 Nov 12

Portman Group are being justifiably cautious.
It is all too easy to imagine how a small child could be attracted to the colouful labels, pick a pack up from the shelf, take them to the till, pay for them and not be stopped by their parents or have their age challenged at the checkout!!! :-)

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Marina Morris says...
6:38pm Mon 5 Nov 12

Agreed robertspet8 ... and they've still got to get the ruddy top off!

Incidentally the Laverstoke lager is EXCELLENT!

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Nickyisgod says...
6:04am Tue 6 Nov 12

I think you will find that IF the kids are tempted to buy beer, it won't be the expensive Laverstoke one...

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elwwood says...
8:39am Tue 6 Nov 12

Have these people got nothing better to do with their time?

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Sam_Walker123456 says...
11:18am Tue 6 Nov 12

Marina Morris wrote:
Agreed robertspet8 ... and they've still got to get the ruddy top off! Incidentally the Laverstoke lager is EXCELLENT!
I hope you are over 18 years old Marina.

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LesFrèresCrucy says...
7:49pm Tue 6 Nov 12

I'd never even heard of this beer until I read this article.

Absolutely cracking free advertisement - cheers!

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BugBear says...
8:40pm Tue 6 Nov 12

Not surprised really are we, no. Typical stupid control freakery we are going accustomed to in this country brought about by 'committees' that by their very existence have to create rules or try to, to justify their existence. Just like Rome, the western world as a whole will be destroyed by bureaucrat's with nothing to do better than make ordinary people's lives misery. Good luck to Jody Scheckter, I hope he wins against these stupid pillocks.

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Mrs G of bstoke says...
10:43pm Wed 7 Nov 12

hhmmm never heard of this product, must try some! I think the label is cute and shows this is a family business. Joey is just a proud dad that wanted to to use a picture drawn by his son to represent his company. aaawwww

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Mrs G of bstoke says...
10:48pm Wed 7 Nov 12

Mrs G of bstoke wrote:
hhmmm never heard of this product, must try some! I think the label is cute and shows this is a family business. Joey is just a proud dad that wanted to to use a picture drawn by his son to represent his company. aaawwww
sorry, I meant Jody! whoops!

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