The Vintners' Federation of Ireland (VFI) has called on members and licensees to boycott a controversial new "alco-pops" drink that has been dubbed the "Viagra Pop".
Lynch Wines, the producers of Roxxoff, which is available in Northern Ireland, claim the drink increases the likelihood of sexual encounters on a night out, while improving libido and sexual performance.
The VFI president, Mr Joe Browne, has urged licensees to take what the VFI see as the responsible option and refuse to stock the drink.
"The name and marketing of this product is associated with sexual success which is absolutely outrageous and totally unacceptable," said Mr Browne. "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.
"We don't want it in Ireland and the VFI will do everything in its power to ensure it doesn't arrive into this market" Mr Browne added.
Roxxoffhas been criticised in Britain after a suggestive advertisement campaign featuring pop star Danii Miinogue, but it was not prevented from making it to the market.
A spokesman for Lynch Wines said the company was merely giving young people what they wanted but had not marketed the drink as a "kid's drink".
"Many young people go to clubs and bars to meet people with a view to having sex," a company spokesman told the Sydney Morning Herald. "We are just helping them on their way.
"We are acutely aware of our responsibilities. This doesn't look like a kid's drink and isn't designed to fool one into thinking it's lemonade," he added.
However, according to the VFI and Mr Browne, Roxxoffis a greater threat to young people than the "'Shot' type drinks" that are at the forefront of Ireland's binge drinking culture.
"The VFI has already called for a ban on 'Shot' type drinks which are helping to foster today's binge drinking culture by encouraging young people to knock back drinks of a high alcohol content in one go and to mix two alcoholic drinks together as one, said Mr Browne.
"This latest product, Roxxoff, is even more lethal as it is claiming that it guarantees sexual success among young people, he added.
"The product is currently on sale in Northern Ireland, and everyone involved in the drinks industry must ensure that it does come into the Irish market.