Halewood International is being forced to alter the packaging of its vodka-based drink, Red Square Reloaded, to make it clear that the drink contains alcohol. The Portman Group has written to retailers asking them to withdraw the drink in its current packaging from the shelves.
The ruling follows a complaint made by a member of the public that the drink is “really badly labelled and it is very hard to see that there is alcohol in it.”
Portman Group chief executive David Poley says: “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.”
Halewood International has told the trade that the required packaging changes have already been implemented and new components ordered so that stocks of the new packaging will be available in advance of a November 15 deadline.
John Halewood, the company’s chief executive, says: “The pack design for the Reloaded brand has already been updated to take account of the complaint, and today’s announcement is simply a case of the Portman Group’s processes catching up with the work we have already undertaken. Because we have already made the amends, retailers can continue to order this product from us with absolute confidence that the compliant product will be available to them ahead of the deadline set by the Portman Group.”