The company which brought controversial vodka sachets into the Republic is to complain to the European Union about what it describes as anti-competitive practices by an Irish organisation which has advised businesses not to stock the new product.
The complaint is to be made by Little Drinks Company against Meas (Mature Enjoyment of Alcohol in Society Ltd), an organisation which claims to support responsible drinking and which is itself supported by some of the State's largest drinks companies.
Ron Spiher, a spokesman for Little Drinks Company, said yesterday that, while the sachets were now being stocked in 94 off-licences across the State, his company felt it was "wholly unfair" for Meas to be advising businesses not to stock the product, otherwise known as Original Bullseye Baggies.
Meas, in a statement yesterday, asked drinks retailers not to stock the product, saying that an independent complaints panel had found it to be in breach of Meas's code of practice on naming, packaging and promotion of alcoholic drinks.
It said complaints had been made to it about the product by publicans' organisations, by the Licensed Vintners' Association and the Vintners' Federation of Ireland, as well as by professionals and parents.
"The independent panel is chaired by Gordon Holmes, who was also chairperson of the Liquor Licensing Commission, and includes representatives of the National Parents' Council (Primary), the Consumers' Association, an expert on issues relating to young people and alcohol and a nominee of the drinks industry," it stated.
Meas said that the vodka sachets breached its code because the non-conventional packaging "could facilitate illegal, irresponsible or immoderate consumption" and because the "product's descriptor, the dart-board motif, and the plastic packaging would have a particular appeal to under-18s".
Little Drinks Company rejects the finding. Mr Spiher said: "We are . . . putting a submission to the EU in relation to what has happened in Ireland." He wondered how Meas, which he said was funded by the large drinks companies, could make such a ruling against another drinks company. It was a bit like all the big car companies coming together and advising garages not to stock a new car which came on the market.
Fionnuala Sheehan, chief executive of Meas, said she was not concerned about a complaint to the EU. The Little Drinks Company had already made a similar complaint to the Competition Authority, she said, and it had been "thrown out".
Meas describes itself as a drinks industry initiative to combat alcohol misuse and abuse.