Responsibility Statement

At Kocktail, we believe a great cocktail should be made with care and enjoyed in the same way.

Our products are created for adults of legal drinking age and are intended to be savoured responsibly. This statement sets out the principles that guide how we develop, present, market and promote Kocktail.

Our Commitments

We are committed to:

  • Marketing and selling our alcoholic products only to people aged 18 and over.

  • Encouraging moderate, responsible consumption.

  • Providing clear information about the alcoholic nature and strength of our products.

  • Never presenting alcohol as essential to social success, confidence, relationships or personal wellbeing.

  • Never encouraging excessive, rapid, dangerous or irresponsible drinking.

  • Complying with relevant UK legislation and the principles of the CAP and BCAP Codes and the Portman Group Code of Practice.

These commitments apply across our packaging, website, social media, advertising, public relations, retail materials, partnerships, sampling activity and events.

Protecting Under-18s

Kocktail products are strictly for adults aged 18 and over.

Our marketing must not be directed at, or designed to appeal particularly to, anyone under 18. We will not use imagery, characters, language, media or cultural references that are likely to have particular appeal to children or teenagers.

We will not place alcohol advertising in media where more than 25% of the audience is reasonably expected to be under 18. Where people are shown drinking alcohol or playing a significant role in our marketing, they must be and appear to be at least 25 years old.

We use appropriate age-targeting and age-verification measures across our website, digital advertising, online sales and delivery channels. We also expect our retail and distribution partners to comply with all applicable age-verification requirements.

Responsible Marketing

Our marketing should reflect the way we believe cocktails are best enjoyed: thoughtfully, responsibly and in moderation.

We will not:

  • Encourage excessive consumption, drinking quickly or consuming a product “in one”.

  • Present alcohol as a challenge or proof of bravery, maturity or toughness.

  • Suggest that alcohol improves confidence, popularity, attractiveness or social success.

  • Link alcohol with sexual success or improved mental, physical or professional performance.

  • Suggest that alcohol has therapeutic or health benefits, relieves problems or is necessary for relaxation.

  • Associate drinking with violence, aggression, illegal activity or antisocial behaviour.

  • Portray alcohol being consumed before or during driving, operating machinery or any activity where drinking would be unsafe.

  • Suggest that choosing not to drink is unusual or something to be criticised.

Promotions, competitions and discounts must not encourage people to purchase or consume alcohol irresponsibly.

Packaging and Product Information

The alcoholic nature of every Kocktail product should be clear.

Our packaging will display the product’s alcohol by volume and the information required by UK law. We will also seek to provide clear serving information so customers can make informed decisions about what and how much they drink.

Our product names, packaging and promotional materials must not have particular appeal to under-18s or create confusion with confectionery, soft drinks or products primarily intended for children.

Tastings and Events

Sampling and promotional events must be conducted responsibly and in accordance with licensing requirements.

Alcohol will only be offered to people aged 18 or over. Our team and event partners should ask for suitable identification whenever there is uncertainty about a person’s age.

Samples should be measured and served in appropriate quantities. Alcohol must not be served to anyone who appears intoxicated, and our teams should never encourage rapid or excessive consumption.

We encourage everyone attending our events to plan their journey home and never drink and drive.

Working With Partners

Everyone representing Kocktail shares responsibility for upholding these principles. This includes our employees, freelancers, agencies, ambassadors, influencers, distributors, retailers and event partners.

Relevant partners should be briefed on our responsible marketing expectations before producing content or carrying out promotional activity on our behalf.

Drinking Responsibly

The UK Chief Medical Officers advise that, to keep health risks from alcohol at a low level, it is safest not to drink more than 14 units a week on a regular basis. If you regularly drink as much as 14 units, this should be spread evenly over three or more days.

If you are pregnant or think you could become pregnant, the safest approach is not to drink alcohol at all. You should also seek appropriate medical advice if you take medication or have a health condition that may be affected by alcohol.

For independent information, guidance and support, please visit Drinkaware.

Oversight and Complaints Procedure

We review Kocktail’s marketing, packaging and promotional activity against these principles and all relevant UK standards.

Anyone may raise a concern about Kocktail’s advertising, packaging, social media, promotional activity, sampling events or the conduct of a person or organisation representing our brand.

Complaints can be submitted through the Contact Us page on our website. Please include, where possible:

  • Your name and contact details.

  • Details of the material, product or activity concerned.

  • Where and when you saw it.

  • A photograph, screenshot or link, if available.

  • A brief explanation of why you believe it is inappropriate or inconsistent with this statement.

We aim to acknowledge complaints within five working days.

Each complaint will be reviewed by an appropriate senior member of the Kocktail team. Wherever reasonably possible, that person will not have been directly responsible for creating or approving the material concerned. We may also seek information from relevant employees, agencies, retailers, influencers or event partners as part of our investigation.

We aim to provide a written response within 20 working days. If an investigation requires more time, we will explain the reason for the delay and provide an updated response date.

Following our review, we may decide to:

  • Take no further action where the material complies with our standards.

  • Provide clarification or further information.

  • Amend or withdraw marketing or promotional material.

  • Suspend or change an activity, promotion or partnership.

  • Provide further training or guidance to employees and partners.

  • Take any other corrective action we consider appropriate.

We will keep an internal record of complaints and their outcomes so that recurring concerns can be identified and used to improve our practices. Personal information will be handled in accordance with our Privacy Policy.

If you are dissatisfied with our response, or would prefer to raise your concern independently, you may contact the Advertising Standards Authority regarding advertising and marketing communications or the Portman Group regarding the naming, packaging and promotion of alcoholic drinks. You do not need to complete Kocktail’s internal complaints process before contacting either organisation.

A cocktail worth savouring. A glass worth keeping.