The company then explained that in terms of the overall impression of the product, there was no evidence of confusion about the offering, its marketing, or the can artwork amongst its target audience. The company reiterated that despite selling over 3 million cans of Dragon Soop Venom since its launch in October 2018, it had not received any complaints regarding the Venom name or branding, or any concerns that the brand was associated with bravado or was linked to boldness that was intended to impress or intimidate. The company explained that Dragon Soop Venom was responsibly marketed, well understood by its target market and that ‘venom’ was a known flavour to its young adult target market. The company asserted that the Panel’s provisional decision was subjective and based on mistaken assumptions. Inactive - Do very little exercise, going for the occasional walk (moderate pace, low intensity). Spend majority of leisure time doing activities such as watching TV, playing computer games, on the internet, reading, cooking, driving, general household chores.

Each can of Dragon Soop has caffeine equivalent to more than two shots of espresso and four units of alcohol The company also provided examples of the use of snake imagery for a diverse range of other products, including cars and other alcohol brands.

At NIADA we have serious concerns about these high caffeinated and alcoholic drinks, especially Dragon Soop, as so many young people are consuming this drink usually in large quantities. Our focus group concluded that while young people drink the cans, they also mix them with other substances. One 16-year-old female reported ‘they are sweet and fruity flavours they can be mixed with vodka’.

A previous complaint made by the NIADA against Dragon Soop in September 2022 was not upheld by the Independent Complaints Panel about its products being mistaken for an energy drink.A complaint against Corinthian Brand’s Dragon Soop Venom was upheld by the alcohol industry’s Independent Complaints Panel, which found that the product’s name and imagery suggested it “required bravado to drink it”. The company stated that NIADA could not claim to have knowledge of what ‘most young people’ did, as its day-to-day work and research was conducted with a very specific group of young people, all of whom had serious alcohol or substance abuse issues. The company explained that this research group could not in any way be seen to be representative of the population as a whole. The company argued that any extrapolations about the behaviour and attitudes of the wider population based on research carried out solely with this group would be skewed, misleading and far from impartial. A complaint against the alcoholic drink flavour Venom has been upheld for meaning 'poison' to UK customers, and for its appeal to bravado required to drink it. Moderately active - Do light to moderate intensity exercise 3-4 times a week. E.g. going to the gym / swimming / cycling / horse riding / dance classes / playing golf. Daily dog walking (brisk pace, twice a day). The company stated that it recognised that while each element of the marketing and design of Dragon Soop was important, the overall impression was the most important element to avoid direct or indirect particular appeal to under-18s.