Red Square Reloaded ordered to stress alcoholic content

Alcopop Red Square Reloaded has been ordered to alter its packaging to make it clear the drink contains alcohol.

Industry watchdog Portman Group's Independent Complaints Panel upheld a complaint that the vodka-based drink, produced by Halewood International, was "really badly labelled and it is very hard to see that there is alcohol in it."

Halewood argued that the packaging features clear references to vodka but the Panel decided that these were mostly in small print on the side of the packaging and were therefore inadequate.

"The Independent Complaints Panel considered that the alcoholic nature of this drink should be displayed more prominently," said Portman chief executive David Poley.

"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.

"A Retailer Alert Bulletin will now be issued to prevent sales of Red Square Reloaded in its current packaging.

"Halewood International has agreed to amend the packaging to comply with the Panel's decision."