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Sally Keeble complained to the Portman Group about ShotPak drinks, which are imported from the US and sold in 50ml plastic pouches.

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 Independent Complaints Panel, which judges complaints under the Portman Group Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks, decided that ShotPak sachets could be mistaken for soft drinks.

The drinks also breach the Code for encouraging rapid drinking after the Panel decided that their packaging overall incited consumers to drink them in one go.

Additionally, the Panel decided that the flavour names ‘Purple Hooter’ and ‘Lemon Drop’ would have particular appeal to under-18s and that ‘Kamikaze’ is associated with self-destruction which could incite excessive drinking.

Following the Panel’s decisions, the Portman Group will be issuing a retailer alert bulletin instructing retailers to stop selling ShotPak and STR8UP.

David Poley, Portman Group chief executive, said: “These drinks may be acceptable in the States but their marketing falls well short of the standards that UK producers have set themselves.

“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.”

ShotPaks are produced by Florida-based Beverage Pouch Group and imported into the UK by Chilling Rocks Beverages Ltd.

The Portman Group’s Code of Practice

The Portman Group Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks applies to pre-packaged alcoholic drinks and the promotional activities of drinks producers. The Code covers a drink’s name and packaging, press releases, websites, sponsorship, sampling, branded merchandise, advertorials and all other promotional material. It does not apply to alcohol advertising which is regulated by the Advertising Standards Authority.

The Code prohibits the marketing of alcoholic drinks to under-18s; the alcohol content of a drink must be made absolutely clear; its alcoholic strength should not be dominant; it must not encourage rapid or down-in-one drinking; there must be no association with illegal drugs, bravado, aggression or anti-social behaviour and any suggestion that the drink will lead to sexual success or increased popularity is also banned.

All complaints are heard by the Independent Complaints Panel which is chaired by Sir Richard Tilt, former Director General of the Prison Service.