A complaint against Blackeye London Dry Gin has been not upheld by the alcohol industry’s Independent Complaints Panel (ICP).
The complaint, made by a member of the public, raised concerns that the name of the gin suggested an association with violence and aggression.
The gin was created by former rugby players Mike Tindall, James Haskell and Alex Payne and is described as “a purpose-led brand with a mission to address the financial and medical challenges faced by rugby players”.
Given that a black eye is a common rugby injury and not necessarily the result of a punch in the face, the ICP concluded that the name alone didn’t create an association with violent or aggressive behaviour and needed to be considered in the wider context of the rest of the packaging – which provided clear references to the sport.
