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Asda has been forced to clear its shelves of an own-label ’alcopop’

after just one consumer complaint to drinks watchdog the Portman

Group.

The coconut and rum drink, called ’Exotica’, was judged by the Portman

Group to have breached its code of practice on the naming, packaging and

marketing of alcoholic drinks.

The code was set up as a self-regulatory system aimed at preventing

drinks from appealing to children after the public furore over alcopops

two years ago. Brewers and retailers have made it work by complying with

its findings voluntarily.

Exotica was criticised for giving an ’indirect suggestion of sexual

prowess’.

The Portman Group panel noted: ’The name ’Exotica’ has sexual

connotations especially in conjunction with the label copy; ’Close your

eyes, imaging yourself on an exotic sun-kissed beach, sway in the

breeze, one sip and you just could be in paradise’.’

It added that the word ’exotica’ was reminiscent of ’erotica’ and noted

similarities to the name of the Live TV programme Exotica Erotica.

The Portman Group said that there could be a confusion as to the

alcoholic nature of the drink because the word ’alcoholic’ did not

feature on the front of the bottle.

Asda, which is a member of the Portman Group, has now disposed of stocks

of the pounds 1.99 drink, which was launched last September as part of a

range of mixers, another of which is called Passion.

A spokeswoman for the retailer said: ’Obviously we uphold the Portman

Group’s decision, but we were baffled. Exotica was meant to be an exotic

fruit drink which would make you think of lying on the beach.’