Two products breach responsibility rules

Published: 08 February, 2012

Two products have been found in breach of alcohol responsibility rules: Magnum Tonic wine and Healey's Texan-style Hard Cyder.

Magnum Tonic Wine, produced by J Wray & Nephew on behalf of Lascelles and imported into the UK by Flying Trade, was found in breach of the Portman Group's code for suggesting an association with sexual success and enhancement of physical capabilities.

Healey's Texan-style Hard Cyder breached the rules because it made alcoholic strength the dominant theme. A member of the public complained that the product name had links with toughness, violence and aggression.

The Cornish Cyder Farm, owners of Healey's Texan-style Hard Cyder, said the product was inspired by Texan heritage and had purposely adopted the American terminology of 'hard cider' meaning cider with alcohol.

Magnum Tonic Wine featured an image of a naked couple "embracing" featured on the packaging, which The Independent Complaints Panel associated the brand with success of a sexual nature, an act banned under the code.

The packaging also contained reference to Vigorton, a vitamin which is said to improve stamina, linking the brand with "enhancement of sexual capabilities", which is also prohibited under the code.

The chief executive of the Portman Group, the provider of the secretariat for the independent complaints panel, Henry Ashworth said, in reference to Magnum Tonic Wine: "It is not acceptable for products to make links with sexual success or enhancement of physical capabilities in this way. We are pleased that Tesco immediately withdrew the product from sale."

The code was introduced in 1996 and has since been breached by over 80 drinks, preventing retailers from selling products which have broken the code until the marketing has been changed to comply with the sanction.

In light of this ruling, a Retailer Alert Bulletin has been issued, instructing licensees and retailers not to place orders for Magnum Tonic Wine or the Healey's product in their current forms after April 15.

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