With negotiations at a stalemate, the Kalashnikov Joint Stock Vodka Company instead focused its efforts on the US market.
However, in a press conference convened by Portman - set up to defend its decision to ban the brand - it was forced to make an amazing compromise.
PRWeek wonders why it took a journalist to suggest the new, and acceptable, name of General Kalashnikov Russian Vodka.
Portman chairman Sir Paul Condon, stumped by the simplicity of the suggestion, was forced to admit the suggestion was an acceptable name.
Perhaps Portman will in future stick to issuing statements - media interaction can be dangerous.