The packaging of Red Star Plus is being changed to make it entirely clear that the drink contains alcohol after an Independent Complaints Panel ruling.
One of the rules in the Portman Group’s Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks is that the alcoholic nature of a drink should be communicated with absolute clarity.
Intercontinental Brands has agreed to amend the packaging of its spirit-based drink in consultation with the Portman Group’s Code Advisory Service.
The brand was referred to the Panel following the recent independent audit of compliance conducted by management consultancy, PIPC. It is the final PIPC-generated complaint and the Portman Group is therefore today releasing details of the whole audit process.
Commenting on the Panel’s decision, David Poley, Portman Group Chief Executive, said:
“Producers must be mindful that their packaging does not cause consumers to buy alcohol when they actually want a soft drink. In this case, the producer has now agreed to take the necessary steps to eliminate confusion surrounding the drink’s alcoholic content. Any company unsure of the appropriateness of its marketing should consult our confidential Code Advisory Service at the earliest opportunity.”
Portman Group