The UK division of Constellation Brands, Matthew Clark, has withdrawn its RTD brand Fcuk Spirit, after a ruling from the drinks industry watchdog, the Portman Group, that said it appeals too strongly to under-18s.
Research from the Portman Group found that more 14- to 17-year-olds than any other age group perceived fcuk Spirit as ‘a stylish brand’ and ‘a brand for people like me’.
The drink was a brand extension of the fashion retail chain French Connection.
Jean Coussins, chief executive of The Portman Group, said: “This ruling sends out the strongest possible message both to drinks companies and to brand owners: if your brand appeals to under 18-year-olds, you should keep it away from alcohol.”
She said: “If owners of other brands which appeal to under-18s are thinking of entering licensing agreements with alcoholic drinks companies, they should forget it.”
Though Matthew Clark disagrees with the ruling it has abided by the decision and withdrawn the product.
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Simon Russell, a spokesman for Matthew Clark, said: “We are disappointed by the ruling and we disagree that it is the right ruling. We will now look at the implications.”
