Cheethambell JWT takes HM duty task

HM Revenue & Customs has appointed Cheethambell JWT to create a campaign to raise awareness of the new Alcohol Duty Stamp scheme.

The campaign has a budget of £4 million to be spread over three years and the pitch, which was handled by COI, included HHCL United and Miles Calcraft Briginshaw Duffy.

The duty stamps are being introduced as part of a range of regulatory procedures to cut spirits fraud in half by 2008. The scheme requires that all wines and spirits intended for sale within the UK will have to display a duty stamp.

The advertising, which will be aimed at wholesalers, retailers and consumers, will take place in stages and be aimed at different areas of the drinks industry as different parts of the regulations are introduced.

The initial stage, in April 2006, will urge people requiring duty stamps, such as wholesalers, to register with HM Revenue & Customs.

In October 2006, all goods taken out of warehouses for sale in the UK will be required to bear a duty stamp and by January 2007, it will be an offence to transport or offer for sale an unstamped product.