Iceland receives complaint about Fat B*****d wine range

UK supermarket chain Iceland has received a complaint from a customer in Clydebank in Scotland, questioning the positioning of the Fat B*****d wine range stocked by the retailer.

The customer, twitter user @COOHEID, sent several tweets to Iceland, tagging a couple of journalists as well as local news site Clydebank Post. In the tweets, the user asked why Iceland believed it was acceptable to stock the Fat B*****d wine range at “child eye-level”.

The wine was spotted at a store in the Clydebank Shopping Centre located in Clydebank in Greater Glasgow. Iceland responded to the customer query, asking the user to send a direct message.

Children can pick up bad language from many sources. (Picture: Pinterest – Meet the Fockers)

Speaking to the Evening Times, an Iceland spokesman said: “Fat B*****d wine is a high-quality product which we have stocked for some time, and which is popular with our customers.”

“It’s name is humorous and certainly not intended to cause offence”.

Since the complaint has been covered in the press, some people have questioned why a child would be browsing the shelves in the alcohol section of the store.

Wherever you stand on the issue, product positioning at children’s eye-level is an interesting topic when one considers how it could influence parent purchasing.

Fat B*****d wine was created by friends and fellow winemakers Thierry Boudinaud and Guy Anderson. As the story goes, after conducting a barrel tasting of some of Anderson’s more experimental wines, Boudinaud was impressed by the affect of the lees ageing and exclaimed in a thick French accent: “Now this it what you call a fat b*****d”. British-born Anderson found Boudinaud’s pronunciation thoroughly amusing, and the name for their subsequent collaborative wine range was born.

One Response to “Iceland receives complaint about Fat B*****d wine range”

  1. Lisa says:

    Unreal…. Beauty is within the wine… the wine label… and the story behind it… Why not use this as a teaching experience with the child and how wines are introduced to the market and different meanings with the name, label, etc…. Just a thought…. and what I would do…

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Marketing Executive

Harviestoun Brewery
London, UK

Content Marketing Assistant

Matthew Clark Bibendum
London, UK

Retail Sales & Operations Manager

Davy's Wine Merchants
London, UK

Head Distiller

Little Bird Gin
London, UK

Events Assistant

Speciality Drinks
Park Royal, London, UK

Digital Sales & Marketing Executive

Roberson Wine
London, UK

Brand Marketing Manager

Maverick Drinks
London, UK

PR and Communications Manager

Maverick Drinks
London, UK

Various Sales Roles

Amathus Drinks Plc
Bristol, Cardiff, Cornwall, Devon, Leeds and Birmingham

The City Wine & Spirits Show

London,United Kingdom
12th Oct 2018


5th Nov 2018


London,United Kingdom
11th Mar 2019
Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more