A UK-based drinks company has been slammed by the Portman Group for breaching the industry body's code of practice in the country.

The Manchester-based company, 247 Enterprises, has been told that its Rampant TT vodka-based beverage will be removed from sale across the UK.

The Portman Group, the industry self-regulatory body that polices its Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks, said today (16 April) that the product breaches six rules of its code.

The group's independent complaints panel decided that Rampant TT's alcoholic nature is unclear; its packaging urges down-in-one consumption; and its publicity material promotes sexual success and encourages irresponsible consumption.

The company's website was also found in breach of the code for using images of consumers who appeared to be drunk and under 25 years of age. These included an image of a young woman holding up a sign claiming: "I'm off my tits."

"This company has shown a profound disregard for the industry's responsibility standards," said David Poley, chief executive of the Portman Group. "It's totally unacceptable to publicise some of the worst aspects of consumer behaviour in alcohol promotions. This type of dubious marketing could worsen the drinking culture and invites criticism of the industry."

Pubs, bars, nightclubs and stores will now deny this product shelf space until its packaging is altered to comply with the code, Portman said.