The company explained that the use of the word ‘ENERGY’ on the energy drinks was used as a crucial identifier to denote the exact nature of the drinks. So i'm going to a music festival in the summer and they have a limit for how many cans you can bring in (12 per person - so stingey). The company stated that the Panel’s decisions had far reaching consequences, which could potentially lead to a Retailer Alert Bulletin which resulted in the removal of a brand from all retail shelves. This, the company stated, was the result of continued effort to evolve any design changes responsibly and in line with the Code. The company questioned why it took a year to submit the complaint, particularly given the timing of the other complaint made by a member of the public against Wicked Watermelon, which the company had responded to but remained unresolved.

However, the Panel also noted that the Chair had ruled that the Strawberry and Lime 2015 precedent was relevant despite this difference. The Italian digestif has seen volumes rise 5%, driven by a thirst for Aperol spritz – particularly during the summer. As a partner, we are well placed to highlight the dangers and risks from the stories being told to us by some of the young people we are working with. The Panel discussed the overall impression conveyed by the products and noted the producer’s response which highlighted that each product did not contain the word ‘energy’ which was a distinct difference to all other non-alcoholic energy drinks. The company stated that this was unfounded and noted that no evidence or detail was presented by NIADA to support this misleading statement.The Panel therefore considered that the ‘unique drinking experience’ was in relation to how the products tasted different to other drinks on the market and did not market the products based on any potential therapeutic or mood or behaviour changing capabilities or benefits. The distiller stresses it came top of business consultancy Oresa’s Growth Index 100 of fast-rising brands for 2023. The Panel also noted that the focus group only consisted of eight participants and that those individuals comprised a vulnerable group with addiction history. The company explained that it did not give undue emphasis to the alcoholic content and that it made sure the design and marketing materials made factual statements which made the alcoholic nature of the brand clear.

The company highlighted that NIADA had not provided any credible evidence to back up its belief that Dragon Soop breached this rule. fluid-ounce (690 ml) can of Four Loko contains either 6 or 12 percent alcohol by volume, depending on state regulations. Black outs, episodes of hyper behaviour, being sick, losing phones, losing friends and losing control. As bigger mid-tier wine brands such as Barefoot (12) and Blossom Hill (36) shed volumes, challenger Porta 6 has rocketed 45. The Panel also noted that the ABV was displayed prominently on the front of each can and repeated around the base, and that this was set against a black background which made it clear to consumers that the products contained alcohol.the company stated that it believed it complied fully with this rule and that it took the imperative to make clear the exact nature of the drink seriously so that it could not be confused with an energy drink. The company stated that the Code Secretariat had explained that because Strawberry and Lime had been absolved in 2015 of not breaching any part of the Code, it would not be investigated further. Circle’s Young Persons’ Service will certainly do its share of awareness-raising with young people, parents and schools. The company explained that it had responded to the accusations of breaches against Dragon Soop Wicked Watermelon (the subject of a separate complaint) in a timely fashion in January 2022, and that at the time it had explained that the timing of this intervention could not have been more detrimental to its business. Cocktails combining Vodka with caffeinated energy drinks have long been popular in clubs, pubs and bars.