Red Square Reloaded falls foul of watchdog's code

The producer of vodka-based drink Red Square Reloaded is being forced into changing the drink's packaging - to make it clear it contains alcohol.

Halewood International is making the change after a ruling by the Portman Group's Independent Complaints Panel.

The decision came after a complaint by a member of the public from London, who suggested the drink is "really badly labelled and it is very hard to see that there is alcohol in it."

However, Halewood International argued the packaging features clear references to vodka and was compliant with all labelling regulations.

But the panel decided these were mostly in small print on the side of the packaging and were inadequate.

David Poley, the Portman Group's chief executive, said: "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.

"The industry needs to guard against accusations that its products are masquerading as soft drinks."

In response, Halewood International chief executive John Halewood said: "The pack design for the Reloaded brand has already been updated to take account of the complaint.

"Retailers can continue to order this product from us with absolute confidence that the compliant product will be available to them ahead of the (November 15) deadline set by the Portman Group."

A Retailer Alert Bulletin is being sent out by the Portman Group to avoid sales of the drink with its current packaging.