From Friday, some Brutal Fruit flavours have to be labelled as a beer Dec 15, 2020, 03:03 PM
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Brutal Fruit
SA Breweries must, from Friday, change labels that marketed some – but not all – of its Brutal Fruit line as a fruit drink.
Competitor Distell – which sells alcoholic fruit drinks has succeeded in a legal complaint that Brutal Fruit is actually a beer.
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SA Breweries, has until Friday, December 18 to change the labelling on two of its Brutal Fruit Spritzer beverages, to stop claiming them as alcoholic fruit drinks, because they are, in fact, ales.
An order from the Cape Town high court, following complaints by competitor Distell, is due to force the change, with SAB prohibited from distributing, marketing, advertising and selling the Brutal Fruit Spritzer and Brutal Fruit Strawberry Rouge Spritzer using the labelling describing the beverages as ‘alcoholic fruit blend’ drinks.
SAB ordered to remove misleading labelling from Brutal Fruit products
An order from the High Court of South Africa interdicted and restrained the South African Breweries (SAB) from distributing, marketing or selling two Brutal Fruit Spritzer variants with non-compliant labelling and advertising. The SAB products affected by the order include Brutal Fruit Ruby Apple Spritzer and Brutal Fruit Strawberry Rouge Spritzer.
Earlier this year, Distell lodged a formal complaint to South Africa’s Advertising Regulatory Board (ARB) in respect of the Brutal Fruit Apple Spritzer product, given that it was labelled, advertised and promoted in a way that represented itself as an alcoholic fruit beverage. As the beverage is maize-based, Distell said it should be labelled as an ale instead of an ‘alcoholic fruit blend’.
Court says alcoholic fruit drink is really a beer The SAB products affected by the order include Brutal Fruit Ruby Apple Spritzer and Brutal Fruit Strawberry Rouge Spritzer 13 December 2020 - 00:09 By NICK WILSON
Distell, Africa s biggest wine, cider and spirits producer, has won a high court battle against rival SA Breweries (SAB), over SAB s use of alcoholic fruit blend to describe two of its Brutal Fruit Spritzer products. Distell said the drinks were made from maize and should be labelled ale.
After an agreement between the two companies, the high court in Cape Town interdicted and restrained SAB from distributing, marketing or selling the two variants as alcoholic fruit beverages.