Cider duo too strong for Portman

08 August, 2008

Two strong ciders have been taken off shelves after the Portman Group found they breached its code on responsible drinks marketing.

Blackout Cider and Mega White Cider, from the Somerset-based Original Cider Company, are to be renamed

after the

ruling by the

group's independent complaints panel.

Portman Group chief executive David Poley said: "The name Blackout was apparently intended to celebrate the eclipse of the sun, but it can also mean passing out.

"It's unacceptable for the industry, even inadvertently, to promote any dangerous effect which can occur through excessive drinking.

"The

panel decided that the term 'mega strength' made Mega White's high alcoholic strength a dominant theme. "

The complaints were brought by the National Association of Cider Makers .




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