10/12/2009
Cornish Rattler Cyder has been found in breach of the Portman Group’s Code for the underage appeal of its packaging.
The Independent Complaints Panel has upheld a consumer complaint that the prominent image of a cartoon snake in sunglasses on the drink’s bottle has particular appeal to under-18s. This contravenes the Portman Group’s Code which sets minimum, mandatory standards for drinks producer marketing.
A Retailer Alert Bulletin will now be issued to prevent sale of the product until its packaging is altered to comply with the Code.
“The snake character and the holiday themes were chosen because of the drink’s name and Cornish heritage. The producer overstepped the mark with its use of cartoon imagery causing the Panel to consider it irresponsible. We’re taking action to prevent the sale of the drink in its current packaging. The company has, however, pledged to change its marketing to address the Panel’s concerns.”
Notes to editors
Cornish Rattler Cyder is produced by Healey’s Cornish Cyder Farm,
The full complaints decision can be read here: http://www.portmangroup.co.uk/?pid=25&level=2&bid=242
The Portman Group’s Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks applies to pre-packaged alcoholic drinks and the promotional activities of all drinks producers. Complaints are heard by the Independent Complaints Panel which is chaired by Sir Richard Tilt, formerly Director General of the Prison Service, and whose other members are Laura Hyrapetian; Fiona Lewis; Stephen Robinson; Nigel Long; Jon Eggleton; Revd. Canon Professor Martyn Percy and Barbara O´Donnell
Since the Code was introduced in 1996, over 70 drinks have been found to breach the Code. Retailers do not sell any product that breaks the Code until that drink’s marketing has been altered to comply with it. This sanction provides a strong commercial threat to companies, encouraging them to keep their marketing responsible.
The work of the Portman Group is funded by its nine member companies: Bacardi-Martini, Beverage Brands, Brown-Forman; Carlsberg UK; Molson Coors Brewing Company UK; Diageo; Heineken UK, Inbev UK and Pernod Ricard.
For more information call the Portman Group on 020 7907 3700
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