Ads for celebrity chef Gordon Ramsay’s gin have been banned for making unauthorized claims about the alcohol ingredient honey.
Ramsay’s Gin Instagram and Facebook posts, seen in March, said the honey berries that made up its “botanical foundations” were grown in fields a few miles from the Eden Mill distillery near St Andrews.
The advertisements said: “Here the farmer follows a philosophy of natural growth, which means the Honeyberries retain the rich flavors and micronutrients that come from the wonderful Scottish terroir.
“With more antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges, and flavor like a blend of blueberry, plum, and grape, these are perhaps the tastiest Honeyberries in the world. world.”
The Advertising Standards Authority (ASA) disputed whether honeyberry claims were permitted for alcoholic beverages.
Eden Mill Distillery, trading as Ramsay’s Gin, said the adverts had only been posted once, had been removed and would not be used again in any form or channel.
The company said it had never distilled with honey berries and, elated by the opportunity to work with Ramsay, had neglected to conduct its usual due diligence.
He said the owners of the business, the marketing team and the chief distiller had all been made aware of the complaint and had assured it would not happen again.
The ASA noted that the only permitted nutrition claims that could be made in relation to alcohol were “low alcohol”, “reduced alcohol”, and “reduced energy”.
The ASA said: “While we welcome the action Ramsay’s Gin has taken to remove the adverts, as the claims ‘retain…micronutrients’ and ‘more antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges” were nutrition claims that were not permitted for alcoholic beverages, we concluded that the advertisements violated the Code.
The regulator ruled that ads should no longer appear in the offending form, adding: “We have told Eden Mill Distillery as Ramsay’s Gin not to make unauthorized nutrition claims on alcoholic beverages. “
Eden Mill said: “We have apologized to the ASA and take full responsibility. The content was posted to our Instagram and Facebook and was immediately removed by the ASA.
Honey berries are the fruit of Lonicera caerulea honeysuckle, also known as blue honeysuckle or edible honeysuckle.
The ERS describes the fruit as very similar in taste and resemblance to blueberries, advising that they can be eaten raw or used in jams and jellies.
Like blueberries, they are rich in antioxidants and vitamin C.