The UK drinks industry self-regulatory watchdog, The Portman Group, has censured a range of RTD products sold under the brand name, Shag. The group said the product was in breach of its code of conduct because it makes an association between drinking and sexual success.
The Portman Group said that Shag, which comes in six flavours and has an alcohol level of 4% abv, linked alcohol and sexual activity and might therefore encourage potentially harmful attitudes and behaviour and advised retailers not to stock the brand.
However, Spirit, Hop and Grape Holdings, which produces and markets the brand, argued that the word Shag had other meanings and was in fact the name of a bird which appears on the label.
The Portman Group countered by saying that while it was aware of other meanings it considered the sexual connotation to be the most widely accepted among adults.
