Drug link forces drink off shelves

Soho Drinks has been forced to pull its premium packaged spirit Crack Ice after a string of complaints suggesting that the name and packaging associate the product with crack cocaine.

Soho Drinks has halted production and is seeking advice from the Portman Group, the alcohol industry funded lobby organisation, on how packaging can be amended to meet the drinks industry’s code of practice. The withdrawal comes a month after the Advertising Standards Authority (ASA) cracked down on magazine advertising for the same product on similar grounds.

The Portman Group upheld complaints from the public about Crack Ice, which is a blend of “Irish potcheen (sic), citrus juices and herbs”, saying the name and the words “buzz” and “illicit” on the labels suggested a link with cocaine. In addition, Ice is slang for a variant of illegal drug methamphetamine. The Portman Group also ruled the product was in breach of the drinks industry’s code of practice.

In mid-August, the ASA ruled that Soho Drinks’ advertising for Crack Ice associated it with illegal drug use and suggested that people who drank it were brave and daring.

Canterbury-based Soho Drinks was unavailable for comment. However, during the ASA’s investigation, the company said the name “crack” was the Anglicisation of the Irish word, “craic”, meaning fun. The ASA ruled that, while the name alone did not imply illegal drug use, the explicit and implicit references in the advertising to illegal drugs and drug use were irresponsible.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here