Publicans have been urged by the Vintners Federation of Ireland not to stock a new alcopop which claims to boost sexual performance.
The fruit flavoured vodka drink called Roxxoff will be launched on the Irish market by its British manufacturer next week. It contains a combination of Russian vodka and Chinese herbal "libido boosters" or aphrodisiacs, according to its promoters. It has already been dubbed Viagrapop in Britain.
The president of the VFI, Mr Joe Browne, said yesterday he was seriously concerned about the possibility of the drink becoming available here. "We don't want it in Ireland and the VFI will do everything in its power to ensure it doesn't arrive into their market."
He conceded that he could not force VFI members not to stock the drink. There were "mavericks" in every area of society, but he expected publicans to take on board his advice.
"The name and marketing of this product is associated with sexual success which is absolutely outrageous and totally unacceptable. It is obviously aimed at young people and it is blatant exploitation without any thought for the serious consequences it could have on their lives," Mr Browne said.
The chairman of the joint Oireachtas Committee on Health and Children, Mr Batt O'Keeffe, said no effort must be spared to ensure Roxxoff did not end up on Irish shelves. "Attempts to link the drink to sexual success are absolutely wrong and fly in the face of current advertising guidelines in this country," he said.
Mr Chris Williams, spokesman for Roxxoff Ltd, said the drink would be launched in Dublin, at a venue yet to be confirmed, next week.
It is being launched at venues across Britain this week and would be available in more than 20 other countries by September.
He said the drink would only be available to over-18s in clubs and pubs and not in off-licences or corner shops.
"We are selling to an 18 plus audience. They are old enough to vote, old enough to fight in Iraq and we think they are old enough to make a judgement on whether they want to buy Roxxoff."
Mr Williams said the VFI intervention was an insult to the intelligence of 18-year-olds.
"We will get our drink out there and we will show it's a drink that will make people feel good," he said. "Gradually people will see its not a demon in a bottle. Publicans are there to make money and if this drink is hugely in demand we will find people who will stock it."