The makers call it a "party in a pouch but ShotPak, a line of alcoholic beverages that come in shot-sized, laminated-foil plastic pouches that are reminiscent of the drinks children pack in school lunches, has been banned because it appeals to children and encourages excessive drinking, according to the Portman Group.
The Independent Complaints Panel of the drinks watchdog moved to ban ShotPak sachets, imported from the US, following a complaint from MP Sally Keeble.
The Labour MP recently unveiled her own alcohol sales bill proposing minimum pricing.
The pre-mixed vodka drinks are produced in four flavours — Apple Sour, Lemon Drop, Purple Hooter and Kamikaze.
There are also full-strength vodka, rum, tequila and whisky versions which are primarily marketed as STR8UP but which feature ShotPak branding.
The Panel decided that the drinks could be mistaken for soft drinks and that the packaging encouraged consumers to drink them in one go.
The Panel also decided that the names Purple Hooter and Lemon Drop would appeal to under-18s and that Kamikaze could incite excessive drinking.
“These drinks may be acceptable in the States but their marketing falls well short of the standards that UK producers have set themselves," said Portman chief executive David Poley.
"Some of their names will be particularly popular in the playground. Kamikaze is a blatant breach of our Code for its association with bravado and danger.
"These drinks do not spell out their alcoholic content and the images of fruit add to the confusion over what is in them. They cannot be easily re-sealed and their soft packaging makes it hard to stand them up.
"That’s why the Panel decided that this packaging is encouraging consumers to drink rapidly. Sally Keeble’s complaint will prevent these imported drinks from getting a foothold in the market.”
John Hicks, of the Nightclub Marketing resource website (http://www.nightclubmarketing.co.uk/) said: “I haven’t seen this product in UK venues but was, however, aware of its launch in the US and was quite impressed by the claims that its sealed packaging meant that it could be tampered with or spiked. It also boasts a lower alcoholic content than usual so, again, this was of interest.”
“But, whatever their merits, the product is now banned so operators should clear their shelves of this product.” added John.
Further information can be obtained from The Portman Group website: http://www.portman-group.org.uk/
