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 are portfolio can be
enjoyed safely and responsibly. Please find the various further information of how we promote and
regulate this:
Marketing Tools
The LWC / Signature Brands main marketing tools are the company website and seasonal brochures, all products and most special offers can be viewed via this media. Both of these marketing tools are aimed strictly at recognised trading partners i.e. retail or wholesale, all of whom must be licenced (as retailers) or be WSTA registered in the case of wholesalers.
Signature Brands 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 bottles to encourage responsible consumption.
Drinkaware
Additionally, we ensure that the drinkaware.co.uk website is listed on bottles to ensure customers and consumers are aware of where to go to seek independent alcohol advice, information and tools to help people make better choices about their drinking.
Challenge 25
Each of our 14 depots have an alcohol license to sell alcohol from our individual depots and we
adhere to the Challenge 25 principles, promoted by the British Beer and Pub Association, whereby upon delivery, the recipient, if they appear under 25 will be challenged to provide a form of acceptable ID.
Online Security Checks
In addition to ’Challenge 25’, our online ordering portals also have age verification checks upon
checkout, prior to the sale of alcohol and our B2B ordering portal includes thorough company
registration checks.
Social Media Marketing
For social media marketing, we ensure we follow the International Alliance for Responsible Drinking ‘Digital Guiding Principles’ for both Instagram and Facebook to 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, promote responsible drinking through our language and remind our followers and fans not to post anything that condones irresponsible drinking.
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.
Marketing Due Diligence
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.
In addition, 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.
Encouraging safe and healthy use of our products
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.
We take great care in ensuring our alcohol products are not promoted in a way that promotes
excessive or heavy drinking for example, our imagery and photography shoots include only images of a bottle along with cocktail serve and does not promote excessive drinking through an unnecessary amount of bottles in imagery nor does it encourage people to adopt styles of drinking that were unwise due to alcohol being handled irresponsibly.
Visual Imagery
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 follow The Retail of Alcohol Standards Group (RASG) guidance for retailers of alcohol and we
promote and encourage equally high standards in everybody who we do business with; stakeholders, suppliers and customers.