A local brewery is asking locals to help it come up with a new name for its non-alcoholic beer after a complaint about its current name to the Advertising Standards Authority was partly up-held.
The complaint was against the name ‘24/7’, a non-alcoholic beer produced by Richmond-based Sprig and Fern Brewing. The beer contains less than 0.8% alcohol.
Despite the advertising of the beer only being seen in Sprig & Fern taverns and in the alcohol section of the supermarket, the complainant wrote: “If it's in supermarkets and if I go into a pub, I'm not sure that '24/7' is helping me with my addiction.
“My 1st (sic) thought was that it suggests... drink this anytime of the day, any day of the week and its all OK.”
The Advertising Standards Authority partly upheld the complaint, and in its finding said: “the use of the term “24/7” in association with any product containing alcohol was not responsible.”
Sprig and Fern says it acknowledges that the Complaints Board have ruled in favour of the complainant, but that the timing is quite good as its brewing team have already brewed a new lower alcohol beer, which will now be classed as non-alcoholic with 0.1 standard drinks per can.
The beer contains less than 0.5% alcohol and marketing manager Sinead Ogilvie says they’re after a new name to go with a new design.
“We have a couple of ideas for a name, but if you have any good suggestions please send them our way. We intend to launch the new beer in September,” she says.
Any ideas can be emailed to marketing@sprigandfern.co.nz
