Taboo was first put out on the market in 1988 by drinks company First Drink. However after a honeymoon period for the product up until the early 1990s the company spent very little money on promoting it in later years; in 2005 only £8,000 was spent. In 2006 First Drink hired 23red to boost Taboo's profile.
Originally the drink was marketed with a companion spirit called Mirage, with advertising showing both products.
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