X-Plode supplier blasts Portman Group
A company that distributes X-Plode, a cream liqueur available in sperm-shaped packaging adorned with the phrase "keep 'em coming", has condemned the role of The Portman Group.
Ian Jeffcoate, director of the Cider House, sole agent for X-Plode in the Midlands, the North, Scotland and Northern Ireland, has lambasted the industry watchdog following its decision late last year to uphold a complaint from a Brighton licensee.
Mr Jeffcoate has denied The Portman Group's ruling that the packaging is linked to sexual activity, appeals to under-18s and encourages binge-drinking. And he urged pubs and bars to flout the ruling and stock X-Plode regardless.
"What right does a non-legislative body, funded by the major drinks producers, have to tell bars that they should not sell my product?" asked Mr Jeffcoate.
"Bars are not in breach of any law by selling our product and we shall continue to sell it to venues that wish to stock it."
In an appeal sent to The Portman Group, Mr Jeffcoate denied that the packaging was linked to sexual activity and added that the product is only promoted at point-of-sale in nightclubs and late-night bars where under-18s are not allowed.
"We recognise that the product has slight sexual connotations, but it is fun and aimed at adults. We don't advertise on national TV with ads that contain blatant sexual innuendos as other well-known cream liqueur companies do."
The appeal also claimed that the cost of the product (£2-£3), the strength (15 per cent ABV), and the size of the measure (20cl) acted as a cumulative deterrent to binge-drinking.
"Someone spending £2 on our product would consume a lot less alcohol than if they spent £2 on most of the other alcoholic products on the market," he said.
"The 'keep 'em coming' tag is simply meant to be a play on words, not meant to encourage consumers to buy excess of the product," he added.
David Poley, director of policy and good practice at The Portman Group responded by saying that licensees who stock X-Plode or any other banned product run the risk of being reported to the local magistrate.
"In normal cases when the product is found to breach the code we would look to work with the producer or distributor to bring the product into line," said Mr Poley.
"But when you're dealing with a product that's packaged in a sperm-shaped container with a cartoon face there's not a lot we can do apart from say 'start again'."
Related articles:
Trio of drinks fall foul of Portman Group code (8 December 2003)
