Portman Group bans Fcuk Spirit

The Portman Group has ordered the withdrawal of Fcuk Spirit after its independent complaints panel upheld a complaint against the premium packaged spirit.

In what it describes a "landmark ruling", the industry watchdog has judged that the brand appeals too strongly to under-18s.

It claimed that in light of the widespread recognition of the Fcuk brand name, Fcuk Spirit was more likely to appeal to under-age drinkers than adults and encouraged youngsters to buy alcohol.

Following consumer research, The Portman Group panel discovered that 14 to 17-year-olds regarded Fcuk a stylish brand more than any other age group and that teenagers represent a quarter of Fcuk customers.

Jean Coussins, chief executive of The Portman Group, said: "This ruling sends out the strongest possible message, both to drinks companies and to brand owners. If your brand appeals to under-18s, you should keep it away from alcohol.

"If owners of other brands which appeal to under-18s are thinking of entering licensing agreements with alcoholic drinks companies, they should forget it."

Owner Matthew Clark said it was disappointed and disagreed with the panel's decision but has nevertheless agreed to withdraw Fcuk Spirit from sale.

As a result of the ruling, licensees are asked not to place orders for stocks of Fcuk Spirit after July 25 2003. The Portman Group says that licensees who place orders before this date should consider limiting the order to the quantity that would normally be sold by that date.

The Fcuk logo, the brand name for fashion retailer French Connection UK, is seen widely on t-shirts and is a regular feature in pubs.

Earlier this year, a judge in Wales dismissed a juror wearing one of the fashion chain's t-shirts. Judge Huw Daniel said: "The misspelling of a basic Anglo Saxon word on a garment hardly dignifies the court proceedings. It is beyond me why anyone can think they should wear anything like that in public, particularly in court."

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