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Halewood International Red Square

Red Square ordered to change its packaging

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By The Drum Team, Editorial

August 22, 2008 | 2 min read

Halewood International is having to alter the packaging of its vodka-based drink, Red Square Reloaded, to make clear that the drink contains alcohol.

The Independent Complaints Panel has upheld a complaint by a member of the public from London that the drink is “really badly labelled and it is very hard to see that there is alcohol in it.”

The Panel hears complaints under the Portman Group’s Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks. One of the Code rules is that the alcoholic nature of a drink should be communicated with absolute clarity on its packaging.

Halewood International argued that the packaging features clear references to vodka but the Panel decided that these were mostly in small print on the side of the packaging and were therefore inadequate.

David Poley, chief executive of the Portman Group, said: “The Independent Complaints Panel considered that the alcoholic nature of this drink should be displayed more prominently. They are worried that consumers might mistake it for a soft drink. The industry needs to guard against accusations that its products are masquerading as soft drinks.

“A Retailer Alert Bulletin will now be issued to prevent sales of Red Square Reloaded in its current packaging. Halewood International has agreed to amend the packaging to comply with the Panel’s decision.”

Halewood International Red Square

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