Ads for celebrity chef Gordon Ramsay’s gin have been banned for making unauthorized claims about the spirit’s strawberry ingredients.
He posts on Instagram and Facebook for Ramsay’s Gin, seen in March, saying the raspberries that make up its “vegetative background” are grown in fields a short distance from the Eden Mill distillery. St Andrews a few miles away.
The adverts read: “Here, the farmer follows a natural growing philosophy, meaning that Honeyberries retain the rich flavor and micronutrients derived from Scotland’s great dinosaur tree.
“With more antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges, and flavors like a mix of blueberries, plums and grapes, these are possibly the tastiest Honeyberries in the world. “
The Advertising Standards Authority (ASA) has challenged whether claims about strawberries are allowed for alcoholic beverages.
Eden Mill Distillery, which trades as Ramsay’s Gin, said the ads were posted only once, have been removed and will not be reused in any way or on any channel.
The company said it had not previously distilled with strawberries and, so excited by the opportunity to work with Ramsay, skipped its usual due diligence.
It said the company owner, marketing team and head distiller had all been briefed on the complaint and offered assurances that it would not happen again.
The ASA notes that the only permitted nutritional claims that can be made regarding alcohol are “low alcohol”, “lower alcohol” and “lower energy”.
“While we applaud the action Ramsay’s Gin has taken to retract the ad for its claim to ‘retain… micronutrients’ and ‘more antioxidants than blueberries, many more potassium than bananas, more vitamin C than oranges’ are nutritional claims. alcohol is not allowed, we concluded that the ads violated the Code. “
The regulator ruled that the advertisement must not appear again as complained, adding: “We have asked Eden Mill Distillery, which does business as Ramsay’s Gin, not to make claims about the mansion. Unauthorized maintenance of alcoholic beverages.”
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Eden Mill said: “We have apologized to the ASA and take full responsibility. The content was posted on our Instagram and Facebook and was immediately removed by the ASA during capacity building. “
Blueberries are the fruit of the honeysuckle Lonicera caerulea, also known as green honeysuckle or edible honeysuckle.
The RHS describes the fruit as having a taste very similar to blueberries, advising that they can be eaten raw or used in jams and jellies.
Like blueberries, they are high in antioxidants and vitamin C.
https://www.independent.ie/entertainment/adverts-for-gordon-ramsays-gin-banned-over-honeyberry-claims-42005538.html Gordon Ramsay’s gin ad banned for honey claims