VK Vodka and Energy Mix is first to fall foul of code of practice

VK Vodka and Energy Mix is the first alcoholic energy drink to breach new rules in The Portman Group's code of practice.

The watchdog's code, introduced in July last year and approved by the Office of Fair Trading, outlaws drinks whose name or packaging suggests they could enhance drinkers' mental or physical powers.

The decision over VK was published by The Portman Group after its independent complaints panel decided the product contravened the code by the use of the word "energy".

Portman Group director Jean Coussins said: "The new rule makes it clear the naming, packaging and point-of-sale material should not suggest the product can enhance mental or physical capabilities. This brings the drinks industry code into line with the advertising code of other regulatory bodies.

"The sanctions deployed by the code and support from retailers ensure that products which breach the code quickly get redesigned or disappear from the market."

Manufacturer GBL International said the name would be changed to VK Vodka Blue.

Licensees have been asked not to place orders for stocks with the old packaging after February 16 and should specify they require the new packaging if ordering after that date.