Industry watchdogs are urging retailers to delist an RTD brand after ruling it linked alcohol with sexual success.

Shag is the latest product to fall foul of the Portman Group’s responsible marketing code of practice. The panel argued that although “shag” could have other meanings, it was more commonly associated with sex.

The Portman Group’s chief executive, Jean Coussins, said: “The panel does not make judgements about issues of taste and decency, and considered the complaint carefully.

“It felt the brand name could contribute to the trivialising of attitudes towards responsible drinking and sexual behaviour.”

She added that Shag’s manufacturer, Spirit Hop and Grape Holdings, had been asked to withdraw it and that retailers were being advised not to place further orders.

The decision comes several months after The Portman Group made a similar ruling over rival RTD Roxxoff.