Jim Sloan, president of Phusion Products, said: “We respectfully disagree with the decision of the independent complaints panel of the Portman Group.
“Phusion Projects has made clear from the outset that the Four Loko brand name was intended to refer to the product’s unusual flavours and its four original ingredients.
“We are a responsible producer of alcoholic beverages and actively discourage any irresponsible consumption of our products. To that end, we will continue to work with the Portman Group to refine our UK product packaging. We will also continue to undertake and support productive efforts to make sure our products, and all alcoholic beverages, are used legally, safely and responsibly wherever they are sold.”
The Portman Group banned the name Four Loko because the word “loco” means “crazy” or “off one’s head”, and could suggest irresponsible or immoderate consumption.
Retailers were asked to stop selling the product in its current packaging from May 27.