A complaint against Fortitude Spirits’ Cactus Jack’s alcoholic schnapps products has been upheld by the alcohol industry’s Independent Complaints Panel (ICP).
The complaint - from a member of the public - expressed concern about product names such as Fruit Salad Frenzy and Cola Kick. The cactus cartoon character and sweet flavours which could also have a particular appeal to under-18s was also mentioned.
The complainant was also concerned that the Red Cherry Rebel product suggested that “it’s cool to be badly behaved.”
The Panel considered the concerns and the additional concerns raised by the Chair which resulted in all seven products being found in breach of the Code. Several rules were considered by the Panel, with the majority being found in breach.
The Panel discussed the products’ use of cartoon imagery, bright colours and sweet flavours but noted these elements in isolation were not inherently problematic but that they could contribute to a breach of Code rule 3.2(h), whereby a drink should not in any direct or indirect way have a particular appeal to under-18s.
Chair of the ICP, Rachel Childs said: “The use of language was especially important to consider in this case. Producers must exercise caution when using words or phrases that could, individually or in combination, encourage irresponsible consumption, down in one consumption or suggest a change in mood or behaviour.
“In addition, the overall impression of the design, the anthropomorphised cactus and sweet flavours created a particular appeal to under-18s. I would always encourage producers to contact the Portman Group’s Advisory Service and consult the detailed online Guidance when making changes to product packaging”
A spokesperson from Fortitude Spirits said: “Although disappointed, we’re committed to complying with the Portman Group Code and will be working with its advisory team to amend the design whilst retaining the essence of the Cactus Jack character.”
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