Castle Free’s claim that it contains "0.0% alcohol" has left it with a slightly embarrassing hangover. Now it faces having to relabel its alcohol-free product launched with fanfare by South African Breweries in October‚ because the small print admits: "Contains de-alcoholised beer 0.03% alcohol". Eckard van Antwerpen complained to the Advertising Standards Authority that SAB couldn’t have it both ways‚ and the watchdog agreed. It ordered the brewer to withdraw the "0.0% alcohol" claim and not use it again. SAB’s attorneys‚ Adams & Adams‚ told the watchdog’s directorate that the presence of "trace amounts" of alcohol did not make Castle Free’s claim misleading. And although there was no legal obligation on it to warn consumers about these trace amounts‚ it had done so because some consumers may wish to avoid drinking Castle Free for health‚ moral and religious reasons‚ they said The ASA directorate said if SAB had confined itself to advertising the product as "alcohol-free" it would ...

Subscribe now to unlock this article.

Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).

There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.

Cancel anytime.

Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.

Speech Bubbles

Please read our Comment Policy before commenting.