A decision against Harwood Drinks' test-tube drink Mmwah has serious implications for other producers, according to drinks industry watchdog the Portman Group.
After a complaint by Alcohol Focus Scotland, the Independent Complaints Panel ruled that Mmwah’s test-tube container could not easily be put down on a flat surface, meaning consumers were likely to drink its contents in one go.
It decided the drink was therefore in breach of the Portman Group’s code of practice, which changed at the start of last year to prevent companies from promoting rapid or down in one drinking in their marketing.
The code sets minimum, mandatory standards for all drinks producers and products that break the code are removed from sale by retailers.
Alcohol Focus Scotland has now lodged complaints against four other test-tube products.
David Poley, Portman Group chief executive, said: “The industry shouldn’t be urging this potentially harmful style of consumption. The Panel will therefore clarify the position on these other test-tube products as soon as possible.”
The Panel also considered Mmwah was in breach of the code because the images of pink lips and garish colours on its packaging would have particular appeal to under-18s. It also considered the product and its promotion was encouraging excessive consumption.