Baby alcoholic drinks forced to rebrand

Two drinks brands are being forced to rebrand and repackage after a complaints panel ruled they could appeal to under 18s.

The Independent Complaints Panel says the bright colours used in the packaging of the Baby Blue and Baby Pink brands, which both contain vodka, would appeal to young girls.

The ruling follows a complaint made by the Gin and Vodka Association under the The Portman Group’s code of practice, which prohibits the marketing of alcoholic drinks to under-18s.

A separate complaint that the alcoholic nature of drinks, which are manufactured by Alcohol Brands, was insufficiently clear was dismissed.

David Poley, chief executive of The Portman Group, says: “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.”

The ruling follows the news that the Group received a record 21 complaints last year about violations of its code with eight upheld by the panel.

The code covers the naming, packaging and promotion of alcoholic drinks.


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