Aldi has signed up to The Portman Group’s Code of Practice, which forms a commitment to responsible marketing and retailing of alcoholic products.
The discount grocer’s colleagues will now undertake training on the code, which among other measures, aims to maintain the best practice for the naming, packaging, and merchandising of alcoholic drinks, as well as ensure there is no appeal to under-18s.
While Aldi’s exclusive own-brand products already comply with Portman Group’s Code, the discounter has now become a formal signatory for the regulatory practice.
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Notable current members of the Portman code include Asda, Tesco and Nisa Retail, as well as FMCG giants such as Asahi, Bacardi, Budweiser, Diageo, Heineken, Pernod Ricard and Thatcher’s.
Aldi managing director of buying Julie Ashfield said: “We are committed to providing our customers with the highest-quality products — and this extends to their marketing, packaging and labelling.
“By signing The Portman Group’s Code of Practice, we are making a further commitment to meeting the highest industry standards for the sale and promotion of our drinks range.”
The Portman Group CEO Matt Lambert added: “Our Code of Practice ensures alcohol is marketed in a socially responsible way and we are pleased to have the support of retailers such as Aldi, which is a key part of this. It’s vital that all retailers and producers take care to abide by our Code of Practice and to support and enforce decisions on products.”
