Aldi has been rapped by the alcohol industry regulator for using branding that created an association with illegal behaviour.
Aldi’s Reprobates Sparkling Wine, which is no longer on sale, featured a mugshot-style image on the bottle of a man holding up a blackboard with the product name written on it. Another label on the bottle neck featured tally lines in the style of carvings.
The Portman Group’s Independent Complaints Panel said the elements together conveyed the impression of a crime serious enough to warrant a custodial sentence, while the tally marks implied a lengthy prison term.
It found the design breached the code of practice by creating an association with illegal behaviour.
The ruling was in response to a complaint by Zenith Global Commercial, as part of the Portman Group’s independent proactive audit of the UK market.
Another complaint by the auditor, against Aldi’s Reprobates California Red Wine, was not upheld.
Both complaints raised concerns that the name and imagery on the labels glamorised illegal or antisocial behaviour.
The panel concluded the image on the California Red wine, showing a dog wearing a hoodie, was “dark and edgy” but did not inherently suggest an association with aggressive or anti-social behaviour.
It also concluded the name Reprobates on its own did not amount to a breach of the code.
“We considered both of these products in the round to decide if the overall impression was one that was in breach of the code,” said Rachel Childs, chair of the Independent Complaints Panel.
“The decisions in both cases demonstrate how some features are acceptable in isolation but can become problematic when combined with other design elements.”
An Aldi spokesperson said: “As a responsible retailer, we take issues surrounding the sale of alcohol very seriously and go to great lengths to ensure all our wines comply with the relevant regulations.”
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