G-Spirits breasts campaign “offensive”

German company G-Spirit’s marketing strategy of its spirits range, which it claims has been poured over a model’s bare breasts before bottling, has been condemned by the European Spirits Organisation (CEPS) as “offensive”.

G-Spirits’ breasts campaign has been described as offensive and indecent

CEPS, which has branded the campaign as “against decency”, is taking steps to halt the group’s marketing campaign, which has gone viral since being picked up by global media this week.

“The products – and the digital marketing campaign to launch them – are outrageous and distasteful, and unacceptable for any products on the market,” said Paul Skehan, director general of CEPS.

“This offensive campaign goes against decency, and flies in the face of all self regulatory rules on marketing in Europe.

“I am reluctant to say more about the products so as not to attract more attention to them, but wish to make it clear that all legitimate, responsible spirits producers in Europe abhor what this company is doing.

“It is a shame that our sector, which produces good quality products, rooted in culture and tradition for centuries, should see its reputation damaged by some who wants to generate quick sales through using such sensationalist, offensive material.”

G-Spirits claims to sell Scotch whisky, rum and vodka, that is promises has been poured over a naked model’s bare breasts before bottling.

Its website features graphic images of the “bottling process”, which the company claims complies with health and safety regulations in Germany.

CEPS intends to take immediate action to stop the campaign, which it believes flouts EU-wide guidelines governing marketing communications.