Bottled drink Crack Ice has been heavily criticised by the Portman Group for associating itself with an illegal drug. The industry watchdog has ruled that the blend of Irish potcheen and citrus had created a strong link with crack cocaine in its on-pack graphics.
Along with the name itself, Crack Ice, marketed by Soho Drinks, the brand uses the words 'buzz' and 'illicit' on the bottle, which the Portman Groups said "suggested an association with the illegal drug," in breach of the industry code of practice.
Soho Drinks has agreed to change the packaging and seek Portman Group approval before the product is redistributed. Licensees are advised not to order new supplies of the drink until the packaging has been changed at the end of September.
But licensees have been asked to honour outstanding orders and to sell any remaining stock as normal.
Jean Coussins, Director of the Portman Group, said: "The swift action taken by the producers of this drink demonstrates the code is an effective and efficient form of self regulation."