A Belgian lager with a risque marketing strategy has been stripped from sale.
Bottles of Rubbel Sexy Lager featured a picture of a woman with a removable swimsuit on the label.
Drinkers could scratch her clothes off to leave her naked, reports Sky News.
Alcohol industry regulator the Portman Group has ruled the name of the drink and the scantily-clad model could lead drinkers to associate the product with sexual success.
The group had received a complaint from trading standards officers in Buckinghamshire.
The lager is produced by Brouwerij Huyghe and had been imported to the UK by Beer Paradise Ltd. It has now been withdrawn from sale.
David Poley, the boss of the Portman Group, told The Publican newspaper: "Some people might think this is harmless fun but there is a serious issue involved.
"The industry has set itself strict marketing rules and this drink has fallen short of those high standards."
For Pete's sake - get a grip! Lord Forbid that we should associate sex with alcohol. I think I'll put in a complaint about 'Miserable Old Git' beer on the grounds that it's ageist!