Quebec beverage maker Geloso Group announces end of FCKD UP drink

Geloso Group is ceasing production of a sweetened alcoholic beverage and pulling the product from store shelves as calls for tougher regulations and controls surrounding the drinks ramped up over the weekend.

The Quebec beverage company said in a statement on Sunday that it has ordered employees to stop producing FCKD UP immediately.

The decision comes after the death of 14-year-old Athena Gervais last week in Laval, Que.

Her body was pulled from a stream near her high school and Montreal’s La Presse reported that the teen had been drinking stolen cans of the sweetened alcoholic beverage prior to her death.

Laval police are still awaiting the results of an autopsy to determine the girl’s exact cause of death, which they called accidental. The statement issued by the Geloso Group made no reference to the death, but copresident Aldo Geloso said the company was taking the necessary steps to stop selling the product.

Geloso said it was mistake to sell the product, which was designed to counter Four Loko, a drink made by a U.S. competitor that arrived in the market with an alcohol content of 11.9 per cent – the most allowed for a malt product. Geloso said his company reluctantly decided to introduce its own brand to compete with Four Loko, adding the company took care to encourage responsible and legal consumption, noting the target audience for the marketing of the product was the 18-25 age group.

“All this being said, with hindsight, I think it was a mistake to enter this category to compete with Four Loko,” Geloso said. “In fact, the Four Loko category should not even exist.”

In November, Quebec’s alcohol and gaming authority had forced Four Loko’s local bottler to stop manufacturing the product because it contained alcohol that did not come from a malt fermentation process, but rather from ethanol, making it ineligible for sale in the province.

Geloso said that Four Loko is expected to return to shelves soon, but called on the local manufacturer not to go ahead with that plan.