BRL Hardy will continue to use the logo of a breast cancer charity in its marketing despite criticism that the tie-up is inappropriate because research links alcohol consumption to the disease.
The Breast Cancer Campaign's logo appears on bottles and advertising for the wine supplier's Hardys Stamp range highlighting its fundraising activities for the charity, which have included a women-only wine tasting. But the link has angered scientists concerned that the connection is sending out the wrong message to consumers.
The company said: "BRL Hardy and the Breast Cancer Campaign have decided to continue working together given that the partnership is not based on a per bottle sold' basis, rather a guaranteed donation to the charity through fundraising activities."
In the meantime, BRL Hardy shareholders are considering a takeover bid by US-based Constellation Brands, which would create the world's largest wine supplier.
If the £880m deal is accepted, a new division, Constellation Wines, would be formed in Adelaide, Australia, under the stewardship of BRL Hardy's founding MD, Stephen Miller. It is not yet clear how the merger, which could be completed by April, would affect UK operations.