IF Austin Powers was the Spy Who Sh*gged Me, then his favourite tipple would probably have come from East Lancashire.

But the local drinks firm behind the brew has flown into controversy over its choice of name.

They say Sh*g is named after the beautiful British Seabird but bar staff are bracing themselves for an endless round of jokes.

The beer was launched on Friday night at the Cross Keys Hotel in Ribchester, with promotional material representing the 'tongue in cheek humour which is fundamental to the brew.'

But a spokesman for the Clean Up Lancashire Campaign, which crusades to improve moral standards, said: "Anything like this should be frowned upon.

"It is obvious what they are getting at."

The tipple is brewed with natural spring water by the Spirit, Hop and Grape company based in Grimsargh, which is part owned by Terry Ball, son of shoe legend Tommy.

And the beer is set to roll out across the area later this week and is being promoted by PR guru Max Clifford.

But Simon Plausin, a director of the brewery, remains adamant that the brew is named after the bird.

He said: "The name was inspired by a chance meeting between myself and Racing Channel TV presenter Emma Ramsden who told me all about this bird." NAUGHTY BUT NICE: Cross Keys landlord Marc Swinburne, above, and his customers, right, think the new beer's in good taste

He added: "Because of that meeting and what she told me, the name Sh*g stuck in my mind.

"We have now got Emma on board to promote the beer.

"Who better than a woman whose knowledge of the British bird inspired Terry Ball to give his smooth and satisfying new beer such a memorable name?"

But not everyone is convinced by the company's reasoning for the name.

Some are pointing out that the slogan 'When it's this smooth and satisfying it has to be a Sh*g' is bound to be alluding to just one thing.

Andrew Bailey, a barman from Oswaldtwistle, said: "I hope my pub doesn't end up getting it in.

"It is one thing getting girls asking for a cocktail like Sex On The Beach without old guys asking me for a Sh*g.

"Of course it is the first thing everyone thinks about when they see the word Sh*g isn't it? A bird? Of course!"

One publican, who asked not to be named, said: "We are taking the beer but not making it obvious. It will only attract troublemakers."

John Burke, who runs the Albion in Whalley Road, Clayton-le-Moors, said: "I'm just bracing myself for the jokes from the regulars.

"It is something a bit different and I am sure the jokes will be amusing -- at first."

And for the record, a Sh*g is a British sea bird with a distinctive quiff, green plumage and a yellow gape.