More than one million bottles of Aloe Liqueur sold out during the 2016/17 season, prompting a major crisis at the world’s biggest luxury brand, prompting Italy’s Aloe Producers to introduce new guidelines for the brand’s sales.
The Italian company was unable to sell out the Aloe brand in Milan on Sunday night, and the sale of the product has since been suspended, it was reported by Italian newspaper Corriere della Sera.
The new guidelines came after Aloe owners had initially decided to limit the sale in the city after the coronavirus epidemic.
“Aloe Prohibited is an effective way to protect consumers from contaminated beverages,” the company said in a statement.
“We want to reiterate our position that the sale should not be interrupted and we would not do so in any way, shape or form.”
The guidelines are due to be implemented on Monday, according to a statement on the company’s website.