The branding for the industry-run body, which encourages responsible marketing by alcohol brands, will be revealed at the end of next month ahead of the introduction of a revised Code of Practice for the drinks industry this summer.
According to chief executive David Poley, the group's existing strapline, 'Promoting responsible drinking', no longer reflects its remit, because the Drinkaware Trust, which was spun off last April, now deals with encouraging responsible alcohol consumption among consumers.
However, the Portman Group name will be retained as it is associated with equity and credibility, Poley added.
Four agencies are understood to have pitched for the branding project.
_1.jpg)
.jpg)
