A drink called 'Stiffys Shots' has fallen foul of a regulatory body in Ireland. 'Feckin Irish Whiskey', however, has been given the all-clear by Mature Enjoyment of Alcohol in Society (MEAS) Ltd.

Stiffys, owned by Scottish company VC2, was playing on a slang word for an erection and suggested an association with sexual success or prowess. An MEAS adjudication panel also noted that the brand's flavour variants of 'Kola Kubez', 'Tutti Fruitti' and 'Apple Tang' could cause confusion with other non-alcoholic drinks and confectionary.

Answering a complaint from a member of the public about Feckin Irish Whiskey, the panel conceded that the name was "distasteful", but that it was not in breach of the MEAS Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks.

"(Feckin) is a word that is commonly used in everyday speech and generally not in a context which has sexual connotations, or other connotations that would put it in breach of the provisions of the code," the trade body said. In relation to the phrase "infamy, dishonesty and villainy" which appears on the product label, the panel concluded that, while these words were used in poor taste, they did not contravene any provision of the code.

"I am pleased to note that the owners of Stiffys Shots have stated they will be consulting with the MEAS Advisory Service in the coming weeks to bring their product in line with the MEAS Code," said MEAS chief executive, Fionnuala Sheehan. "I would encourage drinks producers and promoters to avail of MEAS's free pre-launch Advisory Service as modification of product packaging and promotional materials is a costly business."