Complaint That Rod Stewart’s Whisky Label Appeals to Children Scratched By Alcohol Control Panel

Rod Stewart poses with a bottle of Wolfie’s Whisky. The cartoon wolf on the label was the subject of scrutiny over whether it was encouraging irresponsible drinking among minors. (Photos: Wolfie’s Whisky)

On Monday, the Portman Group reported that a complaint filed against Rod Stewart’s whisky label was dismissed by the Independent Complaints Panel. The complaint alleged that the cartoon logo of a wolf on Wolfie’s Whisky might appeal to children and encourage “bravado” and “irresponsible consumption.”

The ICP claimed the package’s slogan, “Rascal of a thing,” might encourage criminal activity.  The word “rascal” was discussed by The panel, which claimed the term was meant to be cheeky and clever instead of encouraging illegal activity. The complaint cited Code rules 3.2(h), 3.2 (b) and 3.2(f).

The cartoon wolf was “presented in a friendly albeit cheeky way, and this contributed to the impression that ‘rascal’ was intended to refer to mischievous characteristics, rather than creating an association with bravado,” according to Portman Group. The ICP also claimed the wolf was meant to be a nod to vintage cartoons. A playing card illustrated on the wolf’s top hat also referenced adult card games and rock and roll culture.

The label featured a cartoon wolf, which received complaints that it might encourage reckless behavior.

“It’s vitally important under the Code that producers ensure their products do not have particular appeal to under-18s, or encourage bravado or irresponsible consumption,” said the chair of the Independent Complaints Panel, Rachel Childs. “In this case, the Panel concluded the cartoon wolf was presented in a way which created separation from contemporary children’s cartoons and, combined with other elements on the packaging which were typical of spirit products, did not have particular appeal to under-18s.”

Though the ICP acknowledged the whisky was part of a collaboration with a rock star, that was not enough to encourage reckless drinking.

Wolfie’s Whisky launched in May 2023, and the 80-proof scotch whisky hosted a suggested retail price of $45. After a European debut, the brand took a trip across the pond to the United States and rolled out in July. It appears the cartoon wolf on the whisky label will live to see another day.

“We’ve taken great care while building every element of the Wolfie’s Whisky brand over the last two years,” Wolfie’s Whisky co-founder Duncan Few said in a statement. “Having worked closely with the Portman Group to ensure our marketing and branding is on the right side of the Group’s guidelines, we are pleased with the outcome of this situation.”

Join the Whiskey Raiders Bottle of the Month Club, where you will receive hard-to-find bottles curated by Whiskey Raiders staff with a 90+ rating on whiskeyraiders.com plus live virtual tastings. Sign up here!