fcuk is withdrawn in wake of damning Portman ruling

By Ma Reporter The flavoured vodka drink fcuk is to be withdrawn from sale by Matthew Clark after drinks industry watchdog the Portman Group ruled it is likely to appeal too strongly to under-18s. Portman has also issued a stern warning that drinks companies should not link products to brands aimed at the under-18s. The tough stance comes just one week after Diageo commercial manager Paul Gannon argued that the drinks industry needs to be more responsible. Portman decided that fcuk ­ by virtue of the fcuk brand name itself ­ was found to be more likely to appeal to under-18s than to adults, and was likely to encourage purchase of the drink by under-18s. Consumer research considered by Portman's Independent Complaints Panel showed that higher numbers of 14 to 17 year olds than any other age group felt that fcuk was a stylish brand ­ and "a brand for people like them". These teenage consumers make up a significant percentage of the customers of the fashion brand fcuk ­ approximately 25% in 2002. 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". The fcuk Spirit is produced and marketed by Bristol-based drinks company Matthew Clark, which is part of the US-owned Constellation Brands. The company disagreed with the decision but has agreed to withdraw the product. The Portman Group's Independent Complaints Panel, chaired by Lord Condon, adjudicates on complaints made under the industry Code of Practice on the naming, packaging and promotion of alcoholic drinks. The Code was strengthened in March 2003, and has the support of more than 120 companies within the drinks industry. The Independent Complaints Panel also upheld complaints against another product, Kiss Me, a fruit-flavoured drink sold in a test tube, finding that the packaging did not clearly communicate its alcoholic nature, and that its gimmicky nature was more likely to appeal to under-18s than to adults.