Giggling Goat alcoholic beverage under investigation by Liquor and Gaming NSW

Lucy Cormack
April 12, 2016
The Age
Wine-based beverage Giggling Goat is among recent brands of alcopops that has raised concerns over packaging similar to soft drinks.
An alcoholic beverage marketed in a plastic soft drink bottle is being investigated by Liquor and Gaming NSW.
The wine-based “bubbly” beverage, Giggling Goat, is among recent brands of alcopops to hit the shelves of liquor stores around Australia, in packaging that has been questioned for its similarity to that of soft drinks.
The watermelon-flavoured drink, which comes in a 1.25 litre plastic bottle, has a label which reads “8 per cent. Alcoholic drink,” however groups have raised concerns that the beverage is marketed at minors.
“I think that these products are harmful for numerous reasons,” said Amy Ferguson, director of policy and research at the Foundation for Alcohol Research and Education (FARE). “They contribute to the normalisation of alcohol.
“The fact is, it is in a soft drink bottle plus the colour makes it look like a pink lemonade. The regulator in NSW is quite clear in stating that a product must not mimic or be compared to a soft drink or confectionary.
Ms Ferguson estimated that the 1.25 litre bottle of Giggling Goat with an alcohol content of eight per cent measured around eight standard drinks.
“If you look at their Facebook and Instagram pages they are suggesting you mix it with a shot of vodka,” she said. “They are promoting it as a mixer, despite already having 8 per cent alcohol.”
Social media accounts for Giggling Goat show original posts and reposts of young people, pictured with the beverage and captioned with hashtags such as #toomuchalcohol, #toolittletime and #herewego.
Fairfax Media is not suggesting anyone pictured on the Facebook page is a minor.
A spokesman for Liquor and Gaming NSW said that the NSW Liquor Act stated a number of ways in which a product could be considered “undesirable” and its sale either restricted or banned: “If it is determined that their name, design or packaging is likely to be attractive to minors, if they are likely to be confused with soft drinks or confectionery, or if they are likely to have a special appeal to minors for any other reason.”
He confirmed Liquor and Gaming NSW was investigating the Giggling Goat product, and as such “it would not be appropriate to discuss further details while inquiries are ongoing”.
Suspect products are investigated by Liquor & Gaming NSW with manufacturers given the opportunity to make submissions prior to a final determination being made.
If a product is banned or restricted, fines of $5500 can apply for breaches if not rectified.
Calls and emails from Fairfax Media to Giggling Goat and its manufacturer Cheviot Wine Group were not returned.
Ms Ferguson said while Giggling Goat had only recently been brought to her attention, it was not the first such product about which FARE had expressed concern.
“About 18 months ago we became aware of a product, Little Fat Lamb, and our concerns were pretty much along the same lines,” she said.
“The Little Fat Lamb example was the first we had seen, in the clear PET plastic bottle. This is something that has been happening particularly in the UK, with white cider. These drinks are super cheap, with a high alcohol content cider.”
A Liquor and Gaming NSW spokesman confirmed Little Fat Lamb had previously been investigated, resulting in the company “implementing an interim redesign of its packaging. Liquor and Gaming NSW continues to liaise with the company on the final redesign of its product”.
Attempts by Fairfax Media to contact Little Fat Lamb were unsuccessful.