Company: Inter Continental Brands
Final Decision: 24 September 1996
Considered under the 1st Edition of the Code
“The number ’13’ denoting the alcohol by volume is in lettering as large as that used for the actual name of the drink, thereby becoming the dominant theme of the packaging. Clearly the name of these drinks allude to the Rave scene which is dominated by teenagers and associated with a culture of illegal drugs.”
The company said that the product has significant distribution with major retailers who have never expressed any concerns.
It was not considered that the strength of the drink was the dominant packaging theme, nor that the term Ravers implied a reference to illicit drug culture.
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