A new lager has crossed the line with regard to ‘responsible’ marketing and branding, resulting in its withdrawal from UK shelves. ‘Rubbel Sexy Lager’ is considered to promote an irresponsible link between alcohol and social success with bottles that feature labels adorned with a busty babe wearing swimwear that peels away to reveal her lucious naked body. (Ooh Wah!) Incidentally this beer has been produced in Belgium for the last seven years, with no complaints from the locals. The Portman Group – the drinks industry watchdog, have now blocked the sales of ‘Rubbel Sexy Lager’ and its scratch and see packaging, and though the labelling might be considered a little on the risqué side, I cant help wondering how many women were on the Portman judging panel? If the makers of the beer had only done a ‘his and hers’ set, the busty babe lager for the boys and a lite lager with a dash of lime for the girls with George Clooney (substitute your own fantasy there girls) under the label in all his glory, perhaps it would then be at least considered ‘equal’ encouragement!
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