A rum gift pack has been taken off shelves after complaints were made about it – because it contained a sex toy and a copy of the Kama Sutra.
Pirate's Grog Love Potion No 9 gift pack has been discontinued following a complaint to the alcohol industry's Independent Complaints Panel (ICP). The beverage's label text claimed it was a "proven aphrodisiac" and told shoppers to "entice your pirate lover with shimmering lust dust".
"Let the fireworks begin," it continued. The ICP found the product's marketing implied there was a link between the drink and sexual activity or success and found it was in violation of the Panel's Code, and said it hinted the drink was a means to entice a romantic partner or increase sexual desire.
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The complaint, made by Identity Drinks Brand, against the gift pack, read: "This can’t be allowed? Sex toys with alcohol."
In response, Pirate's Grog accepted the ICP's decision. The premium rum brand also confirmed the product in its previous form had been discontinued and agreed to change the name and packaging.
The decision made today (Monday, December 18) upheld the complaint against the product under two Code rules; they found the drink's branding created a direct association with sexual activity and sexual success under Code rule 3.2(d), and suggested the drink had therapeutic qualities which could change mood or behaviour under Code rule 3.2(j).
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The company initially asserted an ingredient included in the drink – wild cherries – was considered an aphrodisiac. While the Panel accepted this it said by stating its aphrodisiac effect the label suggested the drink could increase sexual desire. The product's name also suggested the drink could alter a person's mood or behaviour by creating feelings of love and romance, the ICP added.
The Panel also said the inclusion of the Kama Sutra – a notorious book filled with images of sex positions – and a sex toy along with the rum was inappropriate under the Code. The Panel found the combination of items created a direct link with sexual activity and success.
Chair of the Independent Complaints Panel Rachel Childs said: "It is wholly and unquestionably inappropriate for an alcohol product to come packaged with a copy of the Kama Sutra and a sex toy, which the Panel unanimously agreed creates a clear association with sexual success and activity. I welcome that the gift pack was removed from the market as part of the producer’s response, and that, through the Portman Group’s subsequent engagement with the producer, has now agreed to change both the name and packaging of Love Potion No.9 rum to reflect the decision of the Panel.
"It is absolutely vital that producers take into account the Code and ensure alcohol products don’t create any implication that they will assist consumers in sexual success. I would encourage any producers who may be unsure to contact our free and confidential Advisory Service."
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