News

The Original Cider Company in Somerset has been found in breach of the Portman Group's code of practice on the naming, packaging and promotion of alcoholic drinks.

A complaint was lodged against the Blackout Cider, Mega White Cider and Moonshine White Cider by the National Association of Cider Makers.

The independent panel found that the packaging of Blackout Cider used strong connotations of alcohol-induced unconsciousness to promote the intoxicating effect of alcohol.

Mega White Cider was also found to be in breach of the code for displaying the phrase "mega strength" on its packaging as high alcoholic content must not be used as a dominant theme when marketing alcohol.

However, the panel agreed that Moonshine White Cider was not in breach of the code as the name clearly alluded to illegally produced alcohol and did not encourage excessive consumption.

The Original Cider Company will relaunch Blackout Cider under a new brand name, it agreed to remove references to "mega strength" from the packaging of Mega White Cider and to add responsibility information.

The code of practice prohibits packaging that incites consumers to drink quickly or unduly emphasises a drinks alcohol content. There must also be no association with illegal drugs, sexual success, bravado or violence.

Retailers do not sell any drink found to be in breach of the code until that drinks marketing has been altered to comply with the code.