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Drinks watchdog clears Pink Elephant wine

Published:  23 July, 2008

UK: Drinks watchdog the Portman Group has cleared Pink Elephant wine after a consumer complained that its name was a reference to drug taking.

The group's Independent Complaints panel rule the wine "was not named after the slang term for hallucinations caused by illegal drug taking or excessive drinking".

Surrey-based drinks producer 10 International would have been forced to re-brand its wine if the panel had ruled against it.

The Portman Group's code of practice bans any association between alcohol and illegal drugs or immoderate consumption.

10 International showed that the ros wine is marketed as a complement to Asian cuisine and successfully argued that the drink was named Pink Elephant because of the wine's colour and the animal's Asian connection.

The panel said that while some people may connect the term with hallucinations, it was satisfied that the company had not played on this association on the packaging or in the wider promotion of the brand.