The Portman Group to undergo a rebranding20 February, 2007
The group is to distinguish itself from the DrinkAware Trust
The Portman Group is undergoing a rebranding to ensure its distinction from the DrinkAware Trust.
The new corporate identity will not see a change of name but will see a new logo reflecting its role of encouraging responsible marketing of the industry.
The DrinkAware Trust is to concentrate on getting the responsible drinking message out to the British consumer.
The Portman Group is drawing up a communication plan to ensure there is clarity on the role of the two organisations.
David Poley, chief executive of the Portman Group, said: “The DrinkAware Trust will be consumer facing and is seeking to promote the culture of responsibility.
The Portman Group will be concentrating on its Code of Practice on the naming, packaging and promotion of drinks. “This is going to become the major part of our work going forward,” added Poley.
The Portman Group is currently reviewing its code and has asked for comment from the trade on areas such as the marketing of shooters and slammers, the rule of association with sexual success, surrogate marketing and children replica sports kits.
Sir Richard Tilt, former director general of the prison service has taken over as chairman of the Independent Complaints Panel.
