The Portman Group has ordered that two vodka drinks are forced to re-brand following a complaint under the Group’s Code of Practice.
Sugar free vodka drinks Baby Blue and Baby Pink produced by Sunderland based Alcohol Brands ltd is to be repackaged after the Independent Complaints Panel decided that its packaging and bright colours would appeal to under-18’s, especially young girls.
However, the panel did dismiss a complaint that the alcoholic nature of the products was insufficiently clear.
The complaints were made by the Gin and Vodka Association against the blueberry and lemon citrus flavoured drinks.
David Poley, Portman Group chief executive, said the company had gone too far with its marketing: “The industry needs to guard against accusations that it is targeting under-18s. The names, garish colours, emphasis on calorie content and childish lettering on the labels combine to make this marketing unacceptable. These features could turn these drinks into fashion accessories for young girls. The manufacturer is now liaising with our Code Advisory Service over packaging changes that will bring these drinks in line with the Code.”