Jody Scheckter is appealing to The Portman Group’s members in a bid to overturn the watchdog’s ban on the labelling of his Laverstoke Park Farm beers.
The former F1 champ is calling on the nine major drinks giants that fund The Portman Group to support a call for reform of the group’s independent panel system, after ruling the labels - featurning the brand’s childish illustration of a farmer - breached its Code of Conduct by appealing to children.
Currently, the panel is mainly made up of academics and public sector professionals, but Scheckter is suggesting retailers, producers, a national children’s charity and alcohol licensing should be represented.
The Portman Group has placed ads instructing retailers to run down stocks of the Laverstoke beers and place no more orders after 7 January.
Scheckter claimed his stockists - which include Waitrose, Sainsbury’s and Ocado - were encouraging the Group to review the decision and open its decision-making process up to scrutiny. He said Sainsbury’s pointed out the timescales of the withdrawal notice were unlikely to meet the definition of ‘reasonable notice’ under GSCOP.