Is "Hit & Run" An Appropriate Name For A Rum?

Medco Atlantic is the importer of Hit & Run rum. The rum, imported from the Dominican Republic, is available in typically-shaped bottles as well as in bottles shaped like baseball bats.

A challenge to Medco Atlantic's promotion of the product was brought to the Distilled Spirits Council of the United States Code Review Board. The DISCUS Code Review Board reviews distilled spirits advertising for compliance with its Code of Responsible Practices for Beverage Alcohol Advertising and Marketing.

The complainant argued that Medco Atlantic violated three different provisions of the Responsible Content Provisions of the Code:

• Section B3 provides that, "Beverage alcohol advertising or marketing materials should not portray beverage alcohol being consumed by a person who is engaged in, or is about to engage in, any activity that is illegal or reuqires a high degree of alertness or physical coordination, such as driving a vehicle."