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Desperados ruling states 25cl can okay for alcohol

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The packaging of alcohol in a 25cl can does not increase the appeal of the product to consumers under the legal drinking age in the UK, according to the Portman Group's complaints panel.

Desperados 25cl can SKU was withdrawn in the UK earlier this year

Desperados' 25cl can SKU was withdrawn in the UK earlier this year

A recent complaint lodged in the country against Heineken's Desperado Tequila-flavoured beer led Portman's independent complaints panel to consider whether packaging alcohol in the same size cans as many energy drinks could appeal to consumers under the age of 18. In its ruling against the complainant today, however, the panel concluded that the 25cl can "did not have a traditional association with soft drinks".

"The size of the can alone did not necessarily lead the product to be problematic under the (Portman Group's members') Code," the panel noted.

The complainant, a member of the UK public, also opined that the 25cl serve appealed as a "down-in-one or preloading" format. The panel rejected this as well, saying that a smaller size did not necessarily equate with a "rapid or down-in-one" message.

Heineken noted in its defence that demand for the smaller can for Desperados in the country had been low, resulting in a delisting in March.

Last week, Heineken announced plans to increase production of Desperados in France on the back of increased demand in the country for the Tequila-beer.

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Sectors: Beer & cider, Spirits, Wine

Companies: Heineken

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