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MIKE'S HARD LEMONADE CALLS RIVAL'S LABEL 'DECEPTIVE'

Complains Smirnoff Ice Packaging Suggests Drink Contains Vodka

Published on .

NEW YORK (AdAge.com) -- Mike's Hard Lemonade marketer Mark Anthony International complained that packaging and labeling for rival malt alternative beverage Smirnoff Ice
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deceptively suggest the Diageo brand contains vodka.

Diageo declined to participate in a review of the complaint at the National Advertising Division of the Council of Better Business Bureaus, saying federal regulators had already approved its labeling.

NAD referred the Mark Anthony complaint to federal authorities for further review.

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