A popular Swedish beer brand has been reported to the Swedish Consumer Agency after its latest campaign. It is none other than the popular budget beer Ey’Bro.
The beer comes from Åbro Bryggeri, which has been brewing beer in Vimmerby, Småland since 1856. The brewery is also known for having produced several beers such as Bryggmästarens, Åbro Original and Fem komma twoan.
Reported after the last campaign
Ey’Bro has recently launched a new can. The new can can not only be found at Systembolaget, it can also be seen on pizza boxes around Sweden’s largest student cities.
“Just in time for the start of school, Ey’Bro launches its new 50 cl format and chooses to go with branded pizza boxes for the third year in a row. The campaign is aimed at students and runs for 4 weeks in five of Sweden’s largest student cities; Uppsala, Lund, Linköping, Örebro and Jönköping.”, it said on Twizzly’s website, before the advertisement was forced to be taken down, reports Beer news.
The advertisement has provoked strong reactions and the beer brand has been reported to the Swedish Consumer Agency.
People toast beer. Photo: Stian Lysberg Solum
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May violate the alcohol law
The Swedish Consumer Agency directs sharp criticism at the beer brand because they believe that the campaign is aimed at people younger than 25, which violates the alcohol law.
“Placing an alcoholic beverage promotion, in this case beer, on a pizza box can have an enticing effect on consumers and bring a sense of wanting to drink beer with their pizza. The marketing measure is thus judged to be able to encourage the use of alcohol in a way that cannot be considered compatible with the special moderation requirement in the Alcohol Act.
Followed by:
“In the description of the campaign, it is explicitly stated that the marketing is aimed at students and that the campaign is launched just in time for the start of school in the five largest student cities in Sweden. It is indisputable that part of the large group of students studying at a university or college in Sweden is under the age of 25, and it can therefore be assumed that a number of students in that group are affected by the marketing in question.”
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Advertising is stopped
In a response to the Swedish Consumer Agency, Åbro has said that they do not agree with the accusations but that they will immediately end the campaign.
It is not only Åbro that is held accountable, but also the pizza carton company Twizzly, which is considered to have a contributory liability. Both companies have until September 20 to respond to the Swedish Consumer Agency’s views.
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