Hello Kitty wine taken off shelves in UK
A complainant – who said they were ‘astonished’ to see alcohol sold under a 'children’s brand' – was upheld by the Portman Group’s Independent Complaints Panel after the panel found it had particular appeal to under-18s.
Italian wine producer Torti Wine confirmed it would no longer sell the product in the UK following the complaint. But it disagreed Hello Kitty was a children’s toy brand: and said it was popular with all ages particularly mothers, grandmothers and legal drinking age celebrities including Kim Kardashian (who is 43 years old).
Kawaii culture
Hello Kitty was created in the 1970s and initially marketed towards girls, but has since found enormous success in Asia and beyond with the emergence of kawaii (cute) culture. Tying down whether it’s now a brand for children or adults is difficult.
But for the Portman Group - the UK alcohol industry's self-regulator - the question is really about whether the brand could appeal to children. The answer to that, says its Independent Complaints Panel, is yes.
It upheld the complaint about the brand under Code rule 3.2(h) which states that 'a drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s'.
While acknowledging the nostalgia around the brand for adult consumers who had enjoyed it in their childhood, it said the key question was how Hello Kitty was perceived and marketed in the UK.
It noted the Hello Kitty franchise included a children’s TV show and video game which were suitable for children aged three and above.
And – on inspecting the Hello Kitty website – it found a children’s privacy policy that reinforced the perception the brand is targeted at a younger age group.
Looking at the packaging of the wine brand itself, the Panel noted the packaging included a large image of ‘Hello Kitty’ which was prominently displayed on the front label. The design was a simplistic cartoon which had exaggerated features, such as the oversized bow, and a large cat head which gave the appearance of being kitten-like and cute.
That, the Panel said, conveyed the overall impression that the packaging would have particular appeal to children.
Lost in translation?
Rachel Childs, Chair of the Independent Complaints Panel (ICP), said: “In this case, it was clear from the producer’s response that it hadn’t intended to market the Hello Kitty wine to children and as an overseas producer they were unaware of the self-regulatory system we have in place in the UK to enforce responsible marketing and protect consumers, particularly those under-18.
“It’s a timely reminder that the Portman Group’s Code of Practice applies to all alcohol marketed in the UK, and not just that of UK producers. A children’s cartoon themed wine is wholly unacceptable.”
In a statement, Torti Wine said: “Hello Kitty wines are for adult consumption and sold only in places that own an alcohol license. This is to protect and correctly sell the Hello Kitty wines in places where minors don’t have access.”
This is far from the first case where alcohol brands have found themselves in hot water over using cutsey cartoon branding. In fact, 2023 saw a rise in the number of brands pulled up by authorities and watchdogs over cues that could appeal to children.
In 2022, AB InBev's Camden Town Brewery found itself in trouble with the UK's Advertising Standards Watchdog for using animated characters in conjunction with factors such as color and juvenile gestures (such as winking or thumbs up).
How can alcohol brands ensure their products don't appeal to children?
Should beer brands use cartoon characters? Will bright colors appeal to children?
What about celebrity tie-ups or sweet-flavored spirits?
2023 saw a rise in the number of alcohol brands that found themselves in hot water with advertising authorities over cues that could appeal to children.
