News

Drinks giant Halewood International has redesigned the packaging of Red Square Reloaded in accordance with the Portman Code of practice on the naming, packaging and promotion of alcoholic drinks.

The main complaint from the Independent Complaints Panel was that the Red Square Reloaded label made it unclear as to whether there was alcohol in it.

The new packaging, which was designed in house, now clearly highlights the word vodka.

Stocks of the new pack will be available in advance of the 15 November deadline given by the Portman Group to Halewood to stop selling the old pack.

Halewood chief executive John Halewood said the announcement from the Portman Code was "simply a case of the Portman Group's processes catching up with the work we have already undertaken".

Red Square Reloaded was originally launched under the name Red Square Energising in 1999. It was relaunched under the Red Square Reloaded brand in 2003.

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