Responsible Marketing and Consumption
LWC and Signature Brands follow appropriate ethical and responsible marketing practices when it comes to advertising and promotion of our alcohol products to ensure that our portfolio can be enjoyed safely and responsibly.
LWC’s ethical marketing policy ensures that our efforts contribute to a safe, informed, and positive environment for both our customers and their consumers. Our
Our key guidelines for the responsible marketing and promotion of our products
Clear Labelling
Clear and succinct alcohol labelling is evident on all bottles of LWC’s own-branded alcohol products, and that of our suppliers, which includes alcohol units per bottle, official medical guidance from the UK Chief Medical Officer’s in regards to recommended units for both men and women per week and the ‘no alcohol whilst pregnant’ logo in line with Trading Standards labelling rules.
‘Please Drink Responsibly’ is printed on all of our Signature Brands bottles to encourage responsible consumption.
Digital and Social Media Responsibility
LWC and Signature Brands follow the International Alliance for Responsible Drinking ‘Digital Guiding Principles’ across all our platforms, to ensure that minors don’t see our marketing. Not only do we promote responsible drinking in our content but we actively manage our online presence to ensure advertisements and promotions are age-restricted to those under 18 years’ old where possible, and monitor and remove inappropriate user-generated content from our platforms.
We do not engage in or condone practices that could exploit or mislead consumers through digital channels.
We include stringent terms and conditions on any of our social media competitions and regularly refer to information on the Advertising Standards Agency regarding alcohol and previous rulings in this category.
Transparency and Honesty
All marketing and promotional materials accurately represent our products, avoiding any misleading or exaggerated claims.
We provide clear and truthful information about alcohol content and encourage informed decision-making.
We take reasonable steps and undertake due diligence when it comes to promoting and marketing the alcohol products we supply which includes (but is not exclusive to), putting in place constant monitoring, ensuring that our system of checks work and perform regular audits in accordance with Trading Standards Institute Advice.
Appropriate Targeting
Our marketing tactics are aimed strictly at recognised trading partners i.e. outlets, retail or wholesale, all of whom must be licenced. For our Signature Brands, we ensure that minors don’t see our marketing; not only do we promote responsible drinking in our content but we take steps to tailor our ads and preferences to anyone over the age of 18 only, and promote responsible drinking through our language.
Online Security Checks
We have a clear policy in relation to the sale of alcohol online and have made this available publicly on each website or as part of our websites terms and conditions.
Our online ordering portals have age verification checks upon checkout, prior to the sale of alcohol and our B2B ordering portal includes this through company registration checks.
Responsible Consumption:
LWC does not promote or include any imagery, content or reference of encouraging excessive consumption of alcohol or linking the consumption to any activity in which drinking would be unsafe. Our imagery does not feature anyone who looks under 25, and the content we share does not feature anyone who looks under the age of 25.
We include responsible drinking messages on our own brand product packaging, advertisements, and digital platforms.
Compliance with Laws and Industry Standards
We strictly comply with all national and international laws, regulations, and industry codes related to the marketing of alcoholic beverages. Aligning our practices with industry standards such as those outlined by the International Alliance for Responsible Drinking, the Advertising Standards Authority and Trading Standards.
Training and Education
We offer training for bar staff to educate them on responsible serving practices, such as identifying signs of over-consumption and refusing service to intoxicated individuals.
Supporting Low and No Alcohol Options
We actively develop and promote non-alcoholic or low-alcohol beverage options to help our customers provide consumers with healthier choices and lighter alternatives, to encourage outlets to provide more alcohol-free options.