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Johannesburg - On Friday the Advertising Standards Authority (ASA) found that labels, as well as television and internet advertisements, for Two Oceans wines were misleading as these wines had their origin in neither Cape Point nor the Cape Peninsula.
The ASA agreed with Cape Point Vineyards that the average consumer could be misled by Two Oceans' advertising campaign - which was launched in October - into thinking that the wines of the latter came from the Cape Point environment.
Suzaan Laing of Adams & Adams attorneys, acting for Cape Point Vineyards, argued that her client was the sole wine producer in the Cape Point area.
In terms of the decision Distell, which owns Two Oceans, immediately has to withdraw the advertising material and has to change the packaging within three months.
Cape Point Vineyards is a prize-winning boutique wine estate producing some 63 000 litres of wine a year. Distell, in contrast, produces about 12 million litres under its Two Oceans brand.
- Sake24.com
For more business news in Afrikaans, go to Sake24.com.