Time called on Shag

Drinkers will no longer be up for a Shag following the latest ruling by The Portman Group.

The Portman Group's independent complaints panel has upheld a complaint lodged by the Wine and Spirits Association and found that the Shag range of ready-to-drink (RTD) products, owned by the Spirit, Hop and Grape (SHAG) company, is in breach of the drink industry's code of practice.

While the panel acknowledged that "shag" has other meanings, it decided that its more common usage, particularly among the drink's target audience of young adults, was overtly sexual.

Jean Coussins, chief executive of The Portman Group, said: "Any drink which is directly or indirectly associated with sexual success breaches the industry's code of practice.

"The panel does not make judgements about issues of taste and decency, and considered this complaint very carefully. It felt that the brand name could contribute to the trivialising or de-sensitising of public attitudes towards responsible drinking and sexual behaviour."

Although the ruling relates solely to the RTD range, it is expected a similar decision would otherwise apply to the Shag lager brand.

David Poley, director of policy and good practice at The Portman Group, said: "In terms of Shag lager, there's no reason to assume that the panel would come to a different decision.

"We would hope that the company will accept that the days of Shag lager are similarly numbered."

SHAG was unavailable for comment.