The Portman Group, which sets out the alcohol guidelines, found the Magnum Tonic Wine packaging to suggest association with sexual success and suggests that the product can enhance mental or physical capabilities. The Panel noted that it has an image of a naked couple embracing and a reference to Vigorton, a vitamin ingredient known for improving stamina.
The Panel understood that producer J Wray & Nephew (UK) had not imported the product into the UK and had itself acknowledged that the product was inappropriate for distribution in the UK.
An independent third party, Flying Trade, had supplied the product to specialist food buyers in a small number of Tesco stores. When the matter was brought to their attention Tesco immediately withdrew the product from sale and delisted it from their product range.
The Panel also found that the term ‘hard’ in Healy’s Texan-style Hard Cyder has direct associations with strong alcohol, making it the dominant theme of the packaging. Producer the Cornish Cyder Farm said it will consult with the Portman Group’s Advisory Service.
The Portman Group has issued a Retailer Alert Bulletin to licensees asking them not to place orders for the drinks in the packaging noted above after 15 April.
Portman Group chief executive Henry Ashworth said: “It is not acceptable to make alcohol strength the dominant theme of a drink. Alcohol producers must exercise extreme caution and we strongly recommend they use the Portman Group’s free pre-launch advice service.”
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