‘Stiffys’ drinks shot down by watchdog

IT brings a whole new meaning to the term stiff drink, but ‘Stiffys Shots’ have not gone down well with the Vintners Federation of Ireland.

THE VFI has had a complaint about the sexual connotation of the product upheld by the Mature Enjoyment of Alcohol in Society (MEAS).

However, Feckin whisky did not cause any such hangovers.

The VFI complained to the Mature Enjoyment of Alcohol in Society (MEAS) about the sexual connotations of the popular Stiffys vodka drinks as well as the imagery used to promote them.

It said the word stiffy “brings to mind connotations of an erection and could suggest that upon consumption, the consumer becomes more virile and/or attractive to the opposite sex”.

“Their website also advertises the drink as being ‘the ultimate in modern-day, sophisticated shooters with the classic old school cola cubes flavour’. Cola cubes are a popular confectionery among schoolgoers and therefore it appears the promoters wish their product to appeal to under 18s,” the VFI complaint added.

In its adjudication, MEAS said it noted that a ‘stiffy’ was a slang word commonly used for an erection, the frequent presence of the phrase “Do your thing” across many of the brand website images, that some of these images showed attractive, scantily clad models, and that the word “suck” which could have sexual connotations was highlighted on one of the images.

“While the words ‘Vodka Drink’ were clearly printed across the product labels and above the flavour descriptor, the panel concluded that in the case of the Kola Kubez, Tutti Fruitti, Deep Purple and Apple Tang flavour variants the variant name and labelling could cause confusion with popular drinks and confectionery which are non alcoholic,” it said.

MEAS chief executive Fionnuala Sheehan said: “I am pleased to note that the owners of Stiffys Shots have stated they will be consulting with the MEAS advisory service in the coming weeks to bring their product in line with the MEAS code.”

A second complaint to MEAS relating to Feckin Irish Whiskey produced at the Cooley Distillery, Co Louth, for the Feckin Drinks Company in Portaferry, Co Down.

MEAS concluded that while the use of the word “feckin” was distasteful, it is a word commonly used and generally not in a context which has sexual connotations, or other connotations that would put it in breach of the provisions of its code.