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  1. ITV Report

'Britain's Best Beer' can 'too attractive' for children

Tiny Rebel's Cwtch ale. Credit: Tiny Rebel

A Welsh ale has been forced to change its can design after it was deemed "too attractive" for children.

A complaint was made about the colourful yellow design on one of the Newport-based brewery Tiny Rebel's cans.

The customer said they bought the can thinking it was a fizzy drink.

Alcohol industry standards body, The Portman Group, said the can of beer breached packaging and marketing codes for alcoholic drinks.

A ruling by the Portman Group's independent complaints panel agreed the packaging could appeal to under-18s and could encourage "immoderate consumption".

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The 33cl can of Cwtch beer - voted the best beer in Britain at the 2015 Great British Beer Festival - features a cartoon bear, graffiti, and a discarded spray can.

Tiny Rebel said the "psychedelic pattern" of the can was inspired by the Austin Powers films.

We've worked with the Portman Group and the result of our chats is a minor change to our Cwtch Can product by making our logo less dominant on the front of the can.

Colours are not specifically related to under 18s, soft drinks don’t have a monopoly on cans, and the combination of beer, colour and can is neither new nor evil).

In a country of nearly 66 million people, just one complaint has forced us to change. It’s taken five months of work, nearly £30,000 in costs, and a fair bit of stress, for a tiny change that only affects cans, in the UK market, after 1 April 2018.

– Bradley Cummings, Tiny Rebel

While it was clearly not the intention of the producer to promote immoderate consumption, even indirectly, companies have to be extremely vigilant around themes that could be attractive to young people, particularly when designing 33cl cans which, in the UK, are traditionally associated with soft drinks.

– John Timothy, secretary of the independent panel