Halewood International blasted over Hard Core launch

Alcohol Concern has called for Halewood International to be taken off the list of signatories to The Portman Group's code of practice following the launch of its new Hard Core brand.

The charity is also calling for a ban on the new cider-based concept which boasts an ABV of 8.4 per cent.

Alcohol Concern claims that the brand's marketing contravenes The Portman Group's code of practice that forbids names, packaging and point-of-sale materials that "in any direct or indirect way suggest sexual success or prowess".

The launch of Hard Core is accompanied by the slogan, "you would with 8.4 per cent Hard Core", and the warning "Adult Use Only" adorns the packaging on the bottles. According to reports, the use of scantily clad women and condoms were also set to feature in future promotional activity.

Halewood International has previously been taken to task for promoting another drink, Sorted, which fell foul of a clause forbidding association with "violent, aggressive or anti-social behaviour".

Mary-Ann McKibben, Alcohol Concern assistant director, said: "We have written to both The Portman Group and ministers basically saying that the drink trade's voluntary code of practice isn't worth the paper it's written on, if signatories such as Halewood International can repeatedly flout it.

"In the circumstances, due to its past record, we believe that Halewood international should be removed from the list of signatories to the code. This is surely the only way to show other drinks companies that The Portman Group is serious about the code."

Fran Draper, Hard Core brand manager, confirmed that The Portman Group had been consulted during the development of the brand. She said: "In order to help it stand out in a crowded market, we have planned a modern, eye-catching marketing campaign.

"We are taken aback by the nature of the objections raised but, as any responsible company should, we will now review some elements of our marketing campaign."