Beer and wine products sold in “soft pouches”

Brand labels cannot contain any statement, design, device or representation that is likely to mislead the consumer. In the view of the Authority, beer and wine products sold in “soft pouches” (whether or not intended to be frozen prior to consumption) can be mistaken for non-alcoholic products sold by off-premises beer retailers.  Therefore, to avoid customer deception and confusion, as well as to assist preventing sales of these products to underage persons, the Authority requires that the front label of any such containers, include the following statement: “CONTAINS ALCOHOL-NO SALES UNDER 21”