Independent Distillers (UK) will cease to distribute Vodka Mudshake and Vodka Twistee Shots branded condoms following a complaint to The Portman Group.
The complaint was upheld by the responsible drinking campaign group’s Independent Complaints Panel - which rules on the naming, packaging and promotion of alcoholic drinks - because it found the condoms directly associated alcohol with sexual success and therefore breached its code.
Jean Coussins, chief executive of The Portman Group, said: “The code rule is clear that an alcoholic drink should not associate itself directly or indirectly with sexual success and makes no exception for condoms carrying drinks branding.”
Andy Small, marketing manager for Independent Distillers, said the condoms were meant as a gimmick. “It wasn’t meant to become the big issue it has become. We have now stopped distributing the product,” he said.