This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
News
Asda rapped over cider packaging
UK supermarket Asda has been reprimanded over a breach of the alcohol industry’s responsibility rules by making alcoholic strength the dominant theme of its packaging.
A member of the public complained to the Portman Group about a two-litre bottle of Asda’s own-label cider with a strength of 5.3% abv.
The complainant considered that the word “Strong” written in bold capital letters across the label was deliberately highlighting the product’s alcoholic strength.
An Independent Complaints Panel ruled that the packaging made alcoholic strength its dominant theme and therefore found it in breach of the "Portman Group Code on the Naming, Packaging and Promotion of Alcoholic Drinks".
David Poley, chief executive of the Portman Group, said: “Drinks companies must not market their products on the basis of their alcoholic strength and the Portman Group Code makes this very clear.
“We welcome that Asda has acknowledged the problem and taken rapid action to change its labelling.
“We urge all drinks companies to stick to the responsibility rules and to contact the Portman Group if they have any doubts about what constitutes responsible marketing.”
Alan Lodge, 07.03.2011