Rum gift set with sex toy and Kama Sutra discontinued after complaint

A spiced rum gift pack containing a sex toy and a copy of the Kama Sutra has been discontinued after a complaint was upheld about the “wholly inappropriate” product.

The alcohol industry’s Independent Complaints Panel (ICP) concluded that the Pirate’s Grog Love Potion No.9 Spiced Rum set was found to be in breach as it was labelled a “proven aphrodisiac” and it could “entice your pirate lover with shimmering lust dust’.

As a result it was upheld under two code rules as they were found to create a direct association with sexual activity and sexual success under Code rule 3.2(d), and suggested they had therapeutic qualities which could change mood or behaviour under Code rule 3.2(j).

The complaint was made by the firm Identity Drinks Brand which commented: “This can’t be allowed? Sex Toys with alcohol”.

The panel considered that the inclusion of the Kama Sutra, a well-known book related to the depiction of sexual positions, and a sex toy in a gift pack with alcohol was “wholly inappropriate” under the code.

During the informal resolution consideration stage, the chair of the ICP raised concerns about the product name and back label text of Pirate’s Grog Love Potion No.9 Spiced Rum, and therefore ruled that the packaging and the gift pack should both be considered by the panel.

The findings from the panel were accepted by Pirate’s Grog and the company confirmed it had been discontinued.

In its evidence to the panel, the drink producer said the wild cherries “were considered to be an aphrodisiac” and that it was against guidelines to describe the ingredients in a drink. The panel acknowledged that this was acceptable to list the ingredients, but not that the aphrodisiac effect could increase sexual desire.

In addition, the panel said its name “Love Potion” suggested it could “change a person’s mood and behaviour by creating feelings of love and romance.”.

The company has now agreed to change the name and packaging of Love Potion No.9 rum.

Chair of the Independent Complaints Panel Rachel Childs said: “It is wholly and unquestionably inappropriate for an alcohol product to come packaged with a copy of the Kama Sutra and a sex toy, which the Panel unanimously agreed creates a clear association with sexual success and activity.

“I welcome that the gift pack was removed from the market as part of the producer’s response, and that, through the Portman Group’s subsequent engagement with the producer, they have now agreed to change both the name and packaging of Love Potion No.9 rum to reflect the decision of the Panel.

“It is absolutely vital that producers take into account the Code and ensure alcohol products don’t create any implication that they will assist consumers in sexual success. I would encourage any producers who may be unsure to contact our free and confidential Advisory Service.”