News

A Belgian beer featuring a label of woman with removable clothing has been taken off shelves following a complaint by Buckinghamshire Trading Standards.

The label for “Rubbel Sexy Lager”, showing an image of a young lady in a swimsuit that can be scratched off to reveal her naked body, was found to be in breach of the Portman Group code forbidding the naming, packaging and promotion of alcoholic drinks to be linked to sexual success.

Portman Group chief executive David Poley said there was a “serious issue” at stake.

Portman Group was set up in 1989 to prevent the misuse of alcohol and promote responsible drinking. Members include Diageo and Inbev UK.