ArKay Beverages, Inc. Is In Compliance With the Packaging and Advertising Laws of the European Union

24 November, 2011, Fort Lauderdale, Florida, USA, In an article published by BeverageDaily.com on November 15, 2011, the SWA accuses ArKay Beverages of making illegal promotional claims about its product.
“The Scotch Whisky Association has warned consumers “not to be taken in” by a new product claiming to be the world’s first alcohol free whisky and has signaled its intent to fight against the introduction of an illegal product.”
ArKay Beverages, Inc. has been closely monitoring the media coverage surrounding the product’s launch on November 1st and would like address the factually inaccurate and false statements made by the SWA.
ArKay is a non-alcoholic, whisky-flavored beverage which has a taste that is “similar to that of whisky.” It has taken five years to perfect this taste and to introduce ArKay as something that is unique in the market.
“ArKay Beverages has not, and will not claim that ArKay is whisky or contains whisky. Indeed this would contradict the very nature of the product and its intended target market of individuals who cannot drink due to health or religious reasons or choose not to drink and drive,” stated Zeshan Ahmed, Vice President of ArKay Beverages, Inc. “Furthermore, ArKay’s slogan, have been approved by the UK’s Advertising Standards Association (ASA), reads - “It’s not alcohol, it’s not whisky, it’s ArKay!”
For further clarification, the product’s description “Alcohol-Free, Whisky-Flavored Drink” relates only to the ArKay product being sold in the USA and is fully compliant with the FDA and relevant American regulations. ArKay Beverages extensively consulted with both US and European attorneys prior to the product launch and during its development.
ArKay beverages understands the restrictions regarding the use of the word “whisky” in respect to sales and marketing within the European Union under EC Regulations and as such, our UK and other European labeling and product description is in strict compliance with all international packaging laws. In the UK, ArKay is marketed as “World’s First Alcohol-Free, Alcohol-Flavored Drink,” and in the other European Countries as the “La Boisson Sans Alcool Au Gout De Malt.”
ArKay’s European web sites www.arkay.co.uk and www.arkay.eu are also in strict accordance with EC advertising and packaging regulations.
ArKay Beverages, Inc. is fully aware of the global responsibility of the Scotch Whisky Association to protect the Scotch Whisky industry. At no point in time has ArKay Beverages, Inc. used the term “Scotch Whisky” in relation to ArKay. It is clearly marked and designed as a non-alcoholic, whisky-flavored drink which has a “similar taste to whisky” and will continue to be marketed as such. To reiterate, to insinuate that the product is whisky or contains whisky would be completely contrary to the marketing of ArKay.
“We are disappointed that ArKay has encountered such erroneous and unjustified criticism and simply wish to reiterate that we are committed and excited about launching ArKay in the United Kingdom and Europe,” stated Zeshan Ahmed, Vice President for ArKay Beverages.

Contact: Zeshan Ahmed
ArKay Beverages, Inc.
401 East Las Olas Blvd, Ste. 1400
Fort Lauderdale, Florida 33301 USA
+1-954-332-2363
Zeshan@arkaybeverages.com
www.arkaybeverages.com