A Belgian lager with a risque marketing strategy has been stripped from sale.
Bottles of Rubbel Sexy Lager featured a picture of a woman with a removable swimsuit on the label.Drinkers could scratch her clothes off to leave her naked.
Alcohol industry regulator the Portman Group has ruled the name of the drink and the scantily-clad model could lead drinkers to associate the product with sexual success.
The group had received a complaint from trading standards officers in Buckinghamshire.The lager is produced by Brouwerij Huyghe and had been imported to the UK by Beer Paradise Ltd. It has now been withdrawn from sale.
David Poley, the boss of the Portman Group, told The Publican newspaper: “Some people might think this is harmless fun but there is a serious issue involved. “The industry has set itself strict marketing rules and this drink has fallen short of those high standards.”
Drinkers on the ratebeer website think the label was the best thing about the lager. Magic Dave wrote: “The beer here isn’t actually terrible. However browney points for the girl on the label. She was notably nice, one to keep on the shelf. “If the naked teenager on the bottle is the best thing going about this one then we are all in trouble,” said another comment.
Credit to Nathan.