Test-tube vodka axed

A vodka-based test-tube drink is to be removed from shelves across the UK after its producers were accused by a powerful complaints panel of promoting irresponsible drinking and linking the drink to sexual success among youth.

Rampant TT was found to be in breach of six packaging and promotion rules in drinks industry watchdog - the Portman Group's - code of practice.

The Independent Complaints Panel (ICP) decided that Rampant TT's alcoholic content is unclear and that its packaging promotes down-in-one consumption.

The complaint was made to the ICP by the Gin and Vodka Association of Great Britain.

The drink is produced by 247 Enterprises Ltd, based in Worsley, Manchester.

The Portman Group ,which promotes responsible drinking, is supported by the UK's leading drinks producers and has welcomed the decision. 

It was also contended by the ICP that the publicity material for the Rampant TT alludes to sexual success and encourages irresponsible consumption.

Rampant TT's website was also found in breach of the code for using images of consumers who appeared to be drunk and under 25 years of age.

All on and off-trade outlets will not stock the products until its packaging is altered to comply with the industry code.

Welcoming on the IPC's decision, David Poley, Portman Group Chief Executive, said:

"This company has shown a profound disregard for the industry's responsibility standards. It's totally unacceptable to publicise some of the worst aspects of consumer behaviour in alcohol promotions. This type of dubious marketing could worsen the drinking culture and invites criticism of the industry."

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