A Belgian lager whose label features a buxom lass in a removable swimsuit* has been removed from sale in the UK, The Publican reports.

Rubbel Sexy Lager - brewed by Brouwerij Huyghe - violated The Portman Group's Code of Practice, the Independent Complaints Panel ruled, because "the name of the drink and the swimsuit were associated with sexual success". Section 3.2 (d) of said code states: "A drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest any association with sexual success."

The ruling came after a complaint from Buckinghamshire Trading Standards. The Portman Group's big cheese David Poley offered: "Some people might think this is harmless fun but there is a serious issue involved. The industry has set itself strict marketing rules and this drink has fallen short of those high standards."

Bootnote

*The young lady's swimwear is stripped off by scratching, we gather. As for the beer itself, one Copenhagen ale fancier described it thus: "Nice white creamy and lasting head."

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