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News
Cider groups being monitored
Cider brands continue to be the subject of the Portman Group’s attention, with two brands recently being taken off shelves. The group found Blackout Cider and Mega White Cider to be in breach of its code of practice, but cleared Moonshine White Cider of any infraction.
Despite The Original Cider Company’s protestations that its brand’s name referred to an eclipse of the sun, the Portman Group’s chief executive, David Poley, commented that “Blackout… can also mean passing out. It’s unacceptable for the industry, even inadvertently, to promote any dangerous effect which can occur through excessive drinking.”
The use of the term “mega strength” on Mega White’s packaging was deemed to be in breach of a regulation that forbids the use of a product’s high alcoholic strength as a dominant theme.
Speaking about Moonshine White Cider, Poley explained: “The Panel considered that though the brand name clearly alludes to illegally produced alcohol that is not the same as illegal or immoderate drinking which would be in breach of the code.”
Clinton Cawood 30/07/08