14:15 Monday 30 December 2013

Coors vindicated over use of 'British' cider labelling

Written byROB SMYTH

A BURTON-based brewing giant has escaped censure following complaints about its newly launched British cider to advertising watchdogs.

The Advertising Standards Agency (ASA) said that Molson Coors, based in High Street, did not have to have British apples in its products for it to be deemed ‘British’ after a viewer of a television advert for the product claimed it was ‘misleading’.

Molson Coors said that Carling British Cider was developed by Bevisol Ltd, based in Herefordshire, who had expertise in producing cider.

Bosses explained that Bevisol used British cider making techniques and the finished product was then transported to Burton for bottling.

They said the drink was produced using British experts in Britain, which was more than what was required under regulations governing the origin of foods in the UK.

Carling said that while the cider did not need to contain any British apples to be deemed ‘British’, they confirmed that it did contain some British apples, although the amount varied between batches made.

A spokesman for the ASA said: “We considered whether or not the advert misleadingly implied that Carling British Cider was made using 100 per cent British apples.

“We noted Molson Coors’s explanation that the drink satisfied the food labelling regulations and as such ‘British’ could be legitimately used to describe it’s country of origin.

“We acknowledged the product was produced in the UK using British cider making techniques and was bottled in the UK.

“While the complainant believed the advert implied all apples used to produce Carling British Cider were British, the advert made no such claim and we noted that the drink was in fact made with some British apples.

“We therefore concluded the claim Carling British cider had been substantiated and was not misleading.”

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