Laverstoke Park Farm bottle 'win for now'

Laverstoke Park Farm bottle 'win for now'

Jody Sheckter

Jody Scheckter's bottled beer

First published in News by , Chief Reporter

EX-FORMULA 1 champion Jody Scheckter has won the qualifying round in the battle of the bottles.

The Laverstoke landowner and brewer has been told by a booze industry watchdog that shops and supermarkets can stock his beer, even though they still say his labels are against their guidelines.

Last October, Portman Group advised shops not to stock Mr Scheckter’s beers because the labels, which feature a coloured drawing by his son when he was young, appealed to children.

They issued a retailer alert bulletin, asking for the organic ale and lager, made at the farm near Overton, to be removed from the shelves by January 7 this year.

But Portman has now withdrawn its previous advice, saying: “Licensed retailers may, if they wish, continue to stock/order the product with its current packaging until further notice.”

However, while welcoming the decision, Mr Scheckter said it was still not the equivalent of the chequered flag for his range of beers, and he was considering his next move. He said: “I don’t think this will be the end of the saga.”

He fought Portman’s decision to prevent the sale of his product, pointing out that 170,000 bottles had been sold without complaint, adding: “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, and the image is used on all of Laverstoke’s products.

Portman said: “The Panel acknowledged that the company had not deliberately set out to make its alcoholic products appeal to under-18s but, nonetheless, considered that while the image of ‘Mr Laverstoke’ was fine on the non-alcoholic products, it was not appropriate for use on their alcoholic products and it could cause confusion for the consumer.”

They said the label could appeal to younger children.

Mr Scheckter previously told The Gazette that re-branding the product could be disastrous.

Comments (4)

Please log in to enable comment sorting

5:05pm Sat 12 Jan 13

BugBear says...

Common sense prevails.

One has to wonder if the people on these committees are as stupid as they imagine the general population to be, I think they probably are but more so.
Common sense prevails. One has to wonder if the people on these committees are as stupid as they imagine the general population to be, I think they probably are but more so. BugBear
  • Score: 1

7:39pm Sat 12 Jan 13

jonone says...

I wrote to Portman Group and requested they explained the circumstances in which a child could see and then buy this beer. (It's on the top shelf in the beer aisle at Sainsburys). Naturally I never received a response, they clearly couldn't tear themeselves away from their pathetic vendetta.
I wrote to Portman Group and requested they explained the circumstances in which a child could see and then buy this beer. (It's on the top shelf in the beer aisle at Sainsburys). Naturally I never received a response, they clearly couldn't tear themeselves away from their pathetic vendetta. jonone
  • Score: 1

9:59am Mon 14 Jan 13

Sam_Walker123456 says...

jonone, if the childrens' parents won't lift them up to reach the beer then clearly Sainsburys will have to supply steps (with guard rails, safety harness, hard hats, protective glasses and gloves, instructions for use in triplicate and adult supervision to comply with HSE regulations).
jonone, if the childrens' parents won't lift them up to reach the beer then clearly Sainsburys will have to supply steps (with guard rails, safety harness, hard hats, protective glasses and gloves, instructions for use in triplicate and adult supervision to comply with HSE regulations). Sam_Walker123456
  • Score: 1

10:11pm Thu 17 Jan 13

alan partridge says...

AHA!

Good publicity! Purchased a bottle myself from Sainsbury a couple of days back simply because of the story outlined above.

Lovely beer actually. Not as nice as Newcastle Brown, but very good. Will defo give the ale another try.

Don't see what all the fuss is about? under 25 age rule applies and the staff in any supermarket would clearly not serve a child.
AHA! Good publicity! Purchased a bottle myself from Sainsbury a couple of days back simply because of the story outlined above. Lovely beer actually. Not as nice as Newcastle Brown, but very good. Will defo give the ale another try. Don't see what all the fuss is about? under 25 age rule applies and the staff in any supermarket would clearly not serve a child. alan partridge
  • Score: 1

Comments are closed on this article.

Send us your news, pictures and videos

Most read stories

Local Info

Enter your postcode, town or place name

About cookies

We want you to enjoy your visit to our website. That's why we use cookies to enhance your experience. By staying on our website you agree to our use of cookies. Find out more about the cookies we use.

I agree