Portman Group slams "mega strength" ciders

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The Portman Group drinks industry watchdog has slammed two ciders, Blackout and Mega White, for breaching its code of practice on the naming, packaging and promotion of alcoholic drinks

The group's independent complaints panel decided Blackout Cider carried "strong connotations of alcohol-induced unconsciousness", while the packaging of Mega White Cider was "problematic" because it displayed the description "mega strength", which is contrary to the code by emphasising its high alcoholic content.

The Panel dismissed another complaint that Moonshine White Cider was "encouraging illegal and immoderate consumption".

The National Association of Cider Makers lodged complaints about the drinks, which are produced in Somerset by The Original Cider Company.

A retailer alert bulletin will now be issued to encourage retailers to take Blackout off shelves, while retailers are being urged not to sell Mega White until packaging changes have been made.

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