Gordon Ramsay gin ad breaches marketing code

The Advertising Standards Authority (ASA) ruled that an Instagram post and a Facebook post for the gin brand had made nutritional information about their products that isn’t allowed on alcoholic beverages.

Ramsay launched its first gin last year with Scottish producer Eden Mill as a new twist on London Dry Gin. It is described as a botanical drink inspired by the rivers. Lochs and landscapes of Scotland.

At £23 a bottle, the gin uses honeyberries grown six miles from St Andrews and mara seaweed sourced from the Fife coast.

Scottish ingredients

Ramsay’s Gin Instagram and Facebook pages, run by Eden Mill, have featured posts with a picture of the bottle, claiming the honeyberry benefits “form the botanical foundation” of the gin.

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The post states: “Honeyberries retain the rich flavors and micronutrients native to Scotland’s wonderful terroir.

“With more antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges, and a taste like a mix of blueberries, plums and grapes, these may be the tastiest honeyberries on earth!”

UK advertising regulations only allow nutritional claims to be made that products are ‘low-alcohol’, ‘reduced-alcohol’ or ‘reduced-energy’.

Speaking on Eden Mill’s website, the chef said: “It’s exciting to work with a team that shares my passion for experimenting with unique ingredients and we’re very fortunate that Eden Mill’s home is close to where.” these extraordinary plants are to be found.”

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