Portman Group forces Asda to change cider labelling

Portman Group forces Asda to change cider labelling

The Portman Group has told the UK's second largest supermarket, Asda-Walmart, that its Strong Cider brand breaks drinks industry rules on responsible marketing.

Portman said that Asda has agreed to change its labelling on two-litre bottles of its Premium Strong Cider. The industry-funded, self-regulatory group's independent complaints panel ruled that the supermarket breached the rules by printing the word 'strong' in bold, capital letters on the front of bottles.

"Drinks companies must not market their products on the basis of their alcoholic strength and the Portman Group Code makes this very clear," said Portman's CEO, David Poley. "We welcome that Asda has acknowledged the problem and taken rapid action to change its labelling," he said today (4 March).

A spokesperson for Asda said: "We are grateful to the Portman Group for raising this issue with us last year. We take our responsibility as an alcohol retailer very seriously, which is why we acted immediately to redesign the label."