Foil pouches don't breach alcohol responsibility rules

Published: 25 August, 2011

Ready-to-drink vodka products sold in foil pouches do not unduly appeal to children nor suggest that consumption enhances performance, according to a ruling by the Independent Complaints Panel.

Ready-to-drink vodka products sold in foil pouches do not unduly appeal to children nor suggest that consumption enhances performance, according to a ruling by the Independent Complaints Panel

Cell Drinks' range of vodka-based, ready-to-drink pouches triggered the complaint from a member of the public. The complainant said the pouches looked like a range of well-known soft juice drinks and would appeal to children. However, the Panel noted that alcoholoc and soft drinks share a number of packaging formats. It said the Cell Drinks' design made it clear the product contained alcohol and was unlikely to appeal particularly to under-18s. This meant it did not find the product in breach of the code.

Additionally, the Panel considered whether one variant called 'Reverb' which claimed to have a 'high caffeine content' suggested that its consumption could enhance mental or physical capabilities. The Panel determined that the reference to the product's high caffeine content was a necessary warning made in a purely factual way. It also felt the name was innocuous and did not suggest the product could enhance performance.

David Poley, chief executive of the Portman Group, which provides the secretariat for the Independent Complaints Panel, said: "Pouch-style packaging is still relatively new to the alcoholic drinks market and companies need to be extremely careful in their design and marketing to make sure products are clearly recognisable as containing alcohol and do not appeal to children. Cell Drinks showed the Independent Complaints Panel that they had sought advice from us and had worked hard to ensure the packaging was compliant with the Code. If alcohol companies are in any doubt we urge them to contact the Portman Group at the earliest concept stages to seek advice on responsible alcohol marketing."

The Panel ruled that no action is required from the company.

A copy of the full decision can be downloaded from the Portman Group's website.