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ASDA premium strong cider breaks Portman Group code

Asda Stores Ltd’s Premium Strong Cider has breached the alcohol industry’s responsibility rules by making alcoholic strength the dominant theme of its packaging.

GENERAL MERCHANDISE

ASDA premium strong cider breaks Portman Group code

Asda Stores Ltd’s Premium Strong Cider has breached the alcohol industry’s responsibility rules by making alcoholic strength the dominant theme of its packaging.

A member of the public complained to the Portman Group about a 2 litre bottle of the Asda own-label cider with an alcoholic strength of 5.3%.  The complainant considered that the word ‘STRONG’ written in bold capital letters across the label was glamorising the product’s alcoholic strength.

An Independent Complaints Panel ruled that the packaging made alcoholic strength its dominant theme and therefore found it in breach of the Portman Group Code on the Naming, Packaging and Promotion of Alcoholic Drinks

David Poley, Chief Executive of the Portman Group which oversees compliance with the responsibility Code said:

“Drinks companies must not market their products on the basis of their alcoholic strength and the Portman Group Code makes this very clear.  We welcome that Asda has acknowledged the problem and taken rapid action to change its labelling.  We urge all drinks companies to stick to the responsibility rules and to contact the Portman Group if they have any doubts about what constitutes responsible marketing.”

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