The 250ml juice boxes are brightly coloured and feature a large cartoon-like grinning goat.

On Monday, Western Cape economic development MEC Alan Winde criticised the packaging and said though it was not illegal, it was certainly irresponsible.

"We want responsible liquor traders in Western Cape, not this ... this is not a responsible way of selling liquor," he told reporters in Milnerton, Cape Town.

"The way the marketing and packaging is done, it does not look like wine. It looks like cooldrink or kiddies' juice."

He said if his daughter was walking past the carton, she would mistake it for fruit juice and want it in her lunch box.

Cape Wine Works, which manufactures the product, had a meeting with Winde and said it would change its packaging.

Managing director Michael Kovensky said the new cartons would display a logo with a wine glass - to make it less misleading.

He said he believed that responsibility remained with the parents to ensure alcohol products were not within easy reach, and that children were properly educated about the effects of liquor.

"The colours of the cartons have nothing to do with children. If you look at the design of wine labels now ... you get all kinds of innovative, creative labelling."

Winde said he was pleased Cape Wine Works had heeded his call.

"I commend Kovensky for doing the right thing. We will be monitoring other liquor outlets and distributors to ensure they operate responsibly."