Red Square packaging to be reloaded after consumer complaint

Published: 22 August, 2008

The vodka-based Red Square Reloaded alcoholic ready-to-drink is being re-packaged by brand owner Halewood International to make it clear the drink contains alcohol after a complaint was made to the Portman Group drinks industry watchdog.

The group's 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".

Halewood International argued the packaging features clear references to vodka, but the panel decided 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 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," he said.

The full complaints decision is on the Portman Group's website

by Mike Dennis

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