'Aphrodisiac' drink falls foul of The Portman Group

Related tags Portman group

Roxxoff, the fruit-flavoured premium packaged spirit (PPS) dubbed a 'Viagra pop' by campaigners, has fallen foul of the drinks industry's code of...

Roxxoff, the fruit-flavoured premium packaged spirit (PPS) dubbed a 'Viagra pop' by campaigners, has fallen foul of the drinks industry's code of practice, The Portman Group announced today.

The independent complaints panel upheld complaints against Roxxoff, which is owned by Surrey-based Yours Alternatively Ltd.

The industry watchdog considered its name and website suggested an association with sexual success, in contravention of the code. The decision means that a retailer alert bulletin will be issued, telling licensees they should not stock Roxxoff, and changes must be made to the brand's website.

The news follows this week's announcement from the brand owners the vodka-based PPS was set to launch in Newcastle, Manchester, Liverpool, London and parts of Kent over the next two weeks.

Mark Hastings, spokesman of the British Beer & Pub Association, said: "We welcome the decision as will all the many responsible producers in our sector.

"This product is a flagrant violation of the Portman Group's highly respected code of practice. This is a clear demonstration that self-regulation has very sharp teeth and works to great effect." Meanwhile, in another ruling, the panel upheld complaints against the website www.wkd.co.uk which promotes the vodka-based drink WKD.

The panel ruled that the combined effect of elements of the site, including an interactive "breast matching" game, pole-dancing video and saucy electronic postcards, associated the product with sexual success.

The Panel also felt that because of these elements, the WKD site would have particular appeal to under-18s.

The rulings mark the first time websites have been found in breach of the code.

Pictured: Roxxoff Blue Berry

Related articles:

Roxxoff launching across the UK (25 June 2003)

Related topics Ready to Drink Legislation

Property of the week

Follow us

Pub Trade Guides

View more