Blackout Cider KO’d by drinks watchdog

The Independent Complaints Panel decided that Blackout Cider carried strong connotations of alcohol-induced unconsciousness. Promotion of any intoxicating effect is banned under the code.

The packaging of Mega White Cider was problematic because it displayed the description “mega strength”.

The code states that the high alcoholic content of a drink must not be a dominant theme in its marketing.

But the panel dismissed another complaint that Moonshine White Cider was encouraging illegal and immoderate consumption.

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

David Poley, Portman Group Chief Executive, 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. A Retailer Alert Bulletin will now be issued to get Blackout taken off shelves.

“The Independent Complaints Panel decided that the term ‘mega strength’ made Mega White’s high alcoholic strength a dominant theme. Retailers will not sell this drink until its packaging has been altered to comply with the panel’s decision.

“In the case of Moonshine White Cider, the panel considered that though the brand name clearly alludes to illegally produced alcohol that is not the same as illegal or immoderate drinking which would be in breach of the code.”