Beer brand XXXX Gold accused of breaching rules on marketing to children

Tim Burrowes

January 14, 2009 10:32

Beer brand XXXX Gold has been accused of breaking the rules on the promotion of alcohol to children at its beach cricket event at the weekend.

The Lion Nathan-owned brand is behind the popular tri-nation series featuring veteran cricket heroes which draws big crowds and is also televised.

But concerns have been raised about whether the event breached guidelines on the promotion of alcohol at events by giving away XXXX prizes to kids who took part in competitions. The rules state:

“A condition of entry into giveaways promoted by alcohol companies at or in association with events is that participants must be over the legal drinking age; and prizes given away in promotions associated with alcohol beverage companies will only be awarded to winners who are over the legal drinking age.”

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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2 COMMENTS

iamcontrarian 26 Jan 09

My oh my.

I have had a little to do with this brand and this project. It was a few years back at it’s inception and at no point was there any interest in marketing to kids.

Whilst people under 18 get drunk and get alcohol, it is certainly not a segment beer goes after. Think bright orange, pink and blue bubbly drinks for that segment.

A beer brand in trouble for supplying hats an outdoor beach event where people stand for hours?

We better get get our hanging boots on as this is a big sin indeed.

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