‘Alcohol and Guns Do Not Mix’: Vodka Brand Forced to Halt Using Gun Shaped Product by Alcohol Regulators

(Photo: Au Vodka)

An alcohol industry regulator upheld the Wine and Spirit Trade Association’s (WSTA) complaint on Aug. 24 after accusing Au Vodka of promoting illegal behavior with its branded money guns. The Portman Group’s Independent Complaints Panel (ICP) advised that the product violated UK marketing rules. 

Founded in 2015, Au Vodka represents itself as an ultra-premium vodka brand. Au refers to the automatic symbol for gold and the Wales-based brand sticks to the theme with its gold bottles.  

The WSTA complaint said Au Vodka violated Code paragraphs 3.2(b) and 3.3. 

(Photo: Au Vodka)

WSTA’s complaint read, “I believe that the above pictures suggest an association with bravado, violent, dangerous, anti-social and illegal behavior. The inclusion of a gun with ‘money’ and a ‘gangster pose’ could only imply the use of this to obtain that money and hence suggest the above behaviors.”

The company argued that it worked closely with the Advertising Standards Authority to meet required standards. Also, the AU Vodka Gold Gang Money Gun was primarily used in nightclubs and other party environments. It was meant to be a “fun novelty piece.” 

Au Vodka disagreed that the images of a man posing with the AU Vodka Gold Gang Money Gun on a plane should be characterized as a “gangster pose.” While the imaginary could create an association with real-life firearms, it is arguably unclear why the term “gangster” was used as part of the complaint. 

Au Vodka stated that the “money gun” is a popular element of UK music culture. Also, it had rebranded it as a “money sprayer.” However, it doesn’t appear that the vodka company will be able to “make it rain” on fans by showering them with branded cash at music festivals anytime soon.

According to Portman Group, Chair of the Independent Complaints Panel, Nicola Williams said, “Alcohol and guns do not mix, and producers must always avoid such scenarios. Whilst the Panel noted that not all ‘guns’ are intrinsically linked to firearms, there were numerous aspects about this product which, combined, displayed similarities with a real-life firearm and any association between a firearm and an alcoholic drink is wholly inappropriate.”

Although Au Vodka argued that the gun’s purpose was to amuse people by shooting fake money, the ICP partially disagreed. ICP upheld the complaint under Code rule 3.2(b) and stated that the “overall impression” created an indirect association with violent and aggressive behavior. Even with the name change, the design was still too similar to a real-life firearm according to the panel. However, the ICP stated that the branded merchandise was “unlikely to cause serious or widespread offense” due to its novelty nature. In the end, the panel recommended the merchandise be discontinued.

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