The drinks industry-funded watchdog found that Shag, which comes in six flavours and has a 4% ABV strength, linked alcohol and sexual activity and might therefore encourage potentially harmful attitudes and behaviour. It has advised retailers not to stock the brand.
The brand's owner, Spirit, Hop and Grape Holdings, argued that the word Shag had other meanings and was in fact the name of a bird that appears on the label. The Portman Group acknowledged that the word had other meanings, but considered that the more common usage, particularly among adults, was sexual.
In May, fcuk Spirit, a vodka drink marketed by Matthew Clark Brands under licence from French Connection UK, was axed following a Portman Group ruling that the name appealed primarily to under-18s.
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