Topless dwarf causes headaches

MELBOURNE: Jagermeister has denied any association with a renegade topless dwarf, as scrutiny over alcohol marketing reaches fever pitch.

Earlier this week, various media, including news.com.au and The Port Phillip Leader, reported on a promotion run by The Saint Hotel in St Kilda, Melbourne, which involved a topless male dwarf pouring Jagermeister down the throats of patrons.

The reports cited local MPs and various alcohol regulatory bodies condemning the promotion as "irresponsible" and “offensive”.

Jagermeister brand manager Jonathan Howells said neither he nor any of his marketing or promotional agencies were aware of the promotion and that the promotions delivered by his agencies adhered to the Alcohol Beverages Advertising Code (ABAC) regulations.

Howell said it was "impossible to control what individual licencees will do within their premises," but that Suntory, the company that distributes Jagermeister in Australia, has and "will continue to market Jagermeister in a responsible manner".

Howell confirmed that all sales and marketing staff were trained in the responsible service of alcohol (RSA) and were aware of the ABAC code.

The controversy highlights an area of potential difficulty for the managers of alcohol brands in the current climate of increased scrutiny from government and other regulatory bodies, as part of a bid to curb binge drinking.