KING William Fortified Wine has been told to amend its branding after a watchdog deemed it to be “divisive and inflammatory”.
A complaint initially made by a member of the public against the wine brand for “causing serious offence” has been upheld by the Portman Group’s Independent Complain Panel (ICP).
The complainant wrote that the use of King William of Orange as branding and the alcohol volume of 16.90% was playing to “sectarian elements”.
The wine was first launched in Glasgow and the west of Scotland last September with creators Belcondie Ltd stating they weren’t worried about criticism.
The group previously released a King William Gin, and also owns trademarks for King William Rum and King William Whisky.
The ICP noted that the image and its associations were “intrinsically linked to sectarianism and he was seen as a figurehead by one side of a faction”.
It further highlighted that sectarianism still causes “serious conflict” in some areas, and would be a “known experience” for communities in Scotland and Northern Ireland.
Working with anti-sectarianism charity Nil by Mouth, the panel heard that as a figure, King William had historical importance on both sides of the Irish Sea and was closely associated with Protestantism.
The charity highlighted the importance of symbolism and how imagery should be viewed in the context of identity and religious prejudice in Scotland today.
Nil by Mouth said: “In the context of Glasgow, the city topped the table for the number of religiously aggravated arrests every year, in many of which alcohol played a part, and that issues with religious prejudice since the reformation were indisputable.”
The panel also noted a “repetition” of the drink’s alcoholic strength of 16.90%, which appeared five times.
It found it “unusual” to see the number presented to two decimal places, and considered it “intentional” to directly associate the number with a year.
The number 16.90 also appeared without a percentage sign on top of and on the back of the label.
The panel said this “framed the number as a historical date reference in the context of King William of Orange”.
The company had stated that the number was a reference to the 1690 Distilling Act, but the panel said it thought the Battle of Boyne was a more significant event – calling it a “turning point” in relation to sectarianism.
It said: “The combination of elements on the label were likely to be divisive and inflammatory and would further fuel division in certain communities where religiously aggravated crime was still prevalent.”
The complaint was upheld and producers Belcondie will now work with Portman Group’s Advisory Service to change potentially offensive comments on the label.
When it first launched, a spokesman for Belcondie said: "We have no idea which football clubs our customers support but our previous products have done well in areas within west central Scotland. It seemed a natural choice for our launch."
