Portman Panel pushes for packaging rethink for HappyDown sparkling cocktails

A complaint about HappyDown sparkling cocktails has been upheld by The Portman Group's Independent Complaints Panel for failing to communicate their alcoholic content. 

The complainant, a member of the public, believed that the cartoon imagery used on the cans could appeal to children. 

The Panel did not believe that it did appeal to children but it did raise concerns that the cues describing it as alcoholic were not immediately obvious. The Panel concluded that the alcoholic nature of the drink was not clearly communicated and accordingly found the product in breach of Code rule 3.1.

HappyDown's producer, Tipple Brands, said it would work with the Advisory Service to address the issues raised. 

John Timothy, secretary to the Independent Complaints Panel, said: "Alcoholic content needs to be conveyed clearly. Producers need to ask themseves if there is any other messaging or design on their product which could undermine this clarity. Our advice service is always here to help."

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