Disney has pulled its "Frozen" themed non-alcoholic drink in a champagne bottle designed for children. The action was taken after alcohol awareness campaigners pointed out that giving children fake champagne bottles could encourage them to drink real alcoholic drinks.
The beverage was a sparkling grape juice packaged in a champagne bottle decorated with the characters Elsa and Olaf from the 2013 blockbuster movie. It even had a cork top.
Discount chain Home Bargains included a product description that stated little princes/princesses could have a grown-up alternative to juice and soda at parties. It was a more "sophisticated" option.
It also mentions that the Disney Frozen Non-Alcoholic Party Drink is a delicious sparkling fruit drink made of white grapes. It could be enjoyed at birthday parties, family events, or after building snowmen, according to Metro.
A DrinkAware representative told The Mirror that the fake champagne makes drinking alcohol seem glamorous. However, it could also boost risk of youngsters wanting to drink real alcoholic drinks.
In addition, Jackie Ballard of Alcohol Concern told Mashable that alcohol is often sold as though it were a regular product. Alcohol-like merchandise could serve as a gateway drink to the world of alcohol.
However, Home Bargains stood by its decision to stock the grape drink, according Time. It argued that the product is clearly labeled as a non-alcoholic soda.
Disney has stopped the use of its characters on the product's packaging, explaining that the product is packaged to have the appearance of a real bottle of alcohol. Production of the "Frozen" champagne-like drink will end in April 2016.