“Sexy” lager stripped from shelves

Bottled Belgian beer “Rubbel Sexy Lager” has been removed from retailers’ shelves in the UK following a ruling from drinks self-regulating organisation The Portman Group. The product’s label features a picture of a skimpily clad woman whose clothing can be scratched off.

Buckinghamshire Trading Standards complained to The Independent Complaints Panel which ruled that the name of the drink and the swimsuit were associated with sexual success. This is banned under The Portman Group’s code of practice on the “Naming, Packaging and Promotion of Alcoholic Drinks”.

The lager, produced by Brouwerij Huyghe and imported into the UK by Beer Paradise Ltd, have been withdrawn from sale following the decision.

David Poley, chief executive of The Portman Group, said: “Some people might think this is harmless fun but there is a serious issue involved.  Drinking excessively can affect people’s judgement and behaviour leading to them engaging in sexual activity which they later regret. Our code disallows drinks marketing being linked to sexual success. The industry has set itself strict marketing rules and this drink has fallen short of those high standards.”

Patrick Schmitt, 11/04/07