Complaint dismissed against rugby trio's Blackeye gin brand

The alcohol industry’s Independent Complaints Panel (ICP) has rejected a complaint against Blackeye London Dry Gin, a brand created by rugby players Mike Tindall and James Haskell, alongside television presenter Alex Payne.

A member of the public raised concerns that the name of the gin suggested “an association with violence and aggression”.

Blackeye argued that the drink was “a purpose-led brand with a mission to address the financial and medical challenges faced by rugby players”.

The ICP’s assessment was that while the name could have several interpretations, it was commonly understood as bruising and swelling to the eye region of the face.

It concluded that the name alone did not create an association with violent or aggressive behaviour and needed “to be considered in the wider context of the rest of the packaging”.

The panel noted that the front label is of a simple design which does resemble an eye but in an abstract and stylised way, but that there was no violent or aggressive imagery or injury depictions. Furthermore, it analysed that the back label referred to rugby and the Blackeye Rugby Fund, which uses sales proceeds to address financial and medical challenges faced by rugby players.

Chair of the ICP, Rachel Childs, said: “It’s vitally important under code rule 3.2(b) that producers ensure their products do not make any link to bravado, or with violent, aggressive, dangerous, anti-social or illegal behaviour.

“In this instance, the panel concluded that the packaging of Blackeye London Dry Gin, although referencing a common sporting injury, did not make a link with intentional aggression or violence and therefore did not fall foul of the code. The panel did not uphold the complaint.”