Rubbel Sexy Lager

19/03/2007
Company: Brouwerij Huyghe, Belgium (Imported by Beer Paradise Ltd)
Breach: Yes

Complaint Summary: I would appreciate your assistance in determining whether this product breaches your code of practice particularly section 3.2 (d), (f), (g) and (h).  In an informal conversation, the retailer mentioned that in Belgium this product is bought by the consumers who apparently drink the contents and then undress the variety of ladies.

Complainant: Buckinghamshire Trading Standards

Decision:

Under Code paragraph 3.2(d) UPHELD
Under Code paragraph 3.2(f), 3.2(g), 3.2(h) NOT UPHELD

Neither the producer nor the importer responded to the complaint.
 

The Panel noted that the product label featured a young woman apparently wearing a swimsuit.  The swimsuit, however, could be scratched off by the consumer to reveal the woman naked.  The Panel considered that both this feature and the products brand name,Rubbel Sexy Lager, suggested an association with sexual success and therefore caused the product to be in breach of Code paragraph 3.2(d).

The Panel did not consider that the scratch and reveal feature encouraged immoderate or irresponsible consumption and hence did not find the product in breach of Code paragraph 3.2(f).
 
The Panel considered that the scratch and reveal feature would not cause the product to have a particular appeal to under-18s and therefore did not find the product in breach of Code paragraph 3.2(g).
 
The Panel considered that the young woman may have been under the age of 25 but that it was difficult to judge.  They noted, however, that she was not drinking alcohol and nor did they consider there to be any suggestion that she had been drinking or was about to drink.  They therefore did not find the product in breach of Code paragraph 3.2(h).

Action by Company: Beer Paradise said that they would stop importing the product. 

Code Paragraphs:

 3.2(d) 3.2(f), 3.2(g), 3.2(h)