Aldi is the latest retailer to sign up to The Portman Group’s Code of Practice, which promotes the responsible marketing and retailing of alcoholic products.
Signing the code commits Aldi to following best practice for the naming, packaging, and merchandising of alcoholic drinks, in particular ensuring there is no appeal of products to under-18s. While Aldi’s exclusive own-brand products already comply with Portman Group’s Code, the UK’s fourth-largest supermarket has now become a formal signatory.
As part of the commitment, Aldi colleagues will undertake training on the code.
Julie Ashfield, managing director of buying at Aldi, said: “We are committed to providing our customers with the highest-quality products — and this extends to their marketing, packaging and labelling.
“By signing The Portman Group’s Code of Practice, we are making a further commitment to meeting the highest industry standards for the sale and promotion of our drinks range.”
Matt Lambert, CEO of The Portman Group, said: “Our Code of Practice ensures alcohol is marketed in a socially responsible way and we are pleased to have the support of retailers such as Aldi, which is a key part of this. It’s vital that all retailers and producers take care to abide by our Code of Practice and to support and enforce decisions on products.”
