South Africa, Aug. 21 -- Misrepresentation

The case centred on SAB's online and social media campaign for Brutal Fruit, in which the drinks were described as "spritzers" and, notably, one variant was called a "demi-sec demigoddess." Heineken argued that the use of "demi-sec" - a term formally recognised in South African liquor regulations as denoting a semi-sweet sparkling wine - misrepresented Brutal Fruit as a wine-based product, when in fact it is a flavoured ale brewed from fermented grain.

Said the Heineken complaint: "By using the term demi-sec to promote its product, the Complainant alleged that the Advertiser is effectively misrepresenting it as a wine product, which is misleading and in contravention of the applicable legislati...