Quebec beverage maker, Geloso Group, says it is ending production of a sweet, malt-liquor known as “FCKD UP,” following the death of a 14-year-old teenager in Laval last week.
“I have ordered my employees to cease production of the FCKD UP drink immediately. Last Friday, I also ordered the removal of all advertisements for the drink. It’s the right thing to do,” wrote company co-chair Aldo Geloso in a statement
FCKD UP contained 11.9% alcohol content –the maximum amount permitted for malt alcohol products. The drink was sold in convenience stores around the province.
In his statement, Geloso explained that FCKD UP was created to compete with American malt-liquor drink Four Loko.
“All this being said, with hindsight, I think it was a mistake to enter this category to compete with Four Loko. In fact, the Four Loko category should not even exist,” said Geloso.
Fourteen-year-old Athena Gervais was found dead last week in a stream behind her school in Laval.
According to reports, Gervais and her friends were drinking stolen cans of FCKD UP earlier that day.
Following news of her death, Couche-Tard announced it would immediately pull the drink from its shelves in all stores.