Cider duo too strong for Portman

08 August, 2008

Two strong ciders have been taken off shelves after the Portman Group found they breached its code on responsible drinks marketing.

Blackout Cider and Mega White Cider, from the Somerset-based Original Cider Company, are to be renamed

after the

ruling by the

group's independent complaints panel.

Portman Group chief executive David Poley said: "The name Blackout was apparently intended to celebrate the eclipse of the sun, but it can also mean passing out.

"It's unacceptable for the industry, even inadvertently, to promote any dangerous effect which can occur through excessive drinking.

"The

panel decided that the term 'mega strength' made Mega White's high alcoholic strength a dominant theme. "

The complaints were brought by the National Association of Cider Makers .




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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