Controversy erupts over Carlsberg promotion
Carlsberg could be facing a mass boycott by Liverpool pubs and football fans over a controversial giveaway promotion in The Sun newspaper.
Licensees and supporters are stunned the drinks company, which sponsors Liverpool Football Club, has linked up with the newspaper, much-hated on Merseyside, for an upcoming bank holiday free pint giveaway in 13,000 pubs.
Many fans still refuse to buy The Sun because of its highly controversial coverage of the 1989 Hillsborough disaster in which 96 Liverpool fans died.
Frances Lloyd, licensee of Liverpool's Beehive pub, said the promotion would cause "massive ill-feeling".
"Drinking Carlsberg is a big part of being a Red. People will just stop drinking it," she said.
The Sun provoked huge controversy after the tragedy with a front page story claiming Liverpool fans pick-pocketed victims, urinated on police, and beat up a policeman giving the kiss of life. Despite an apology in 2004, fans have never forgiven the newspaper.
Kevin Smith, lessee at the Cornmarket in Liverpool, said: "Everyone knows in Liverpool you just don't buy The Sun, so it is terribly insensitive of Carlsberg. I'm a Liverpool supporter and I don't read The Sun or even have it in my pub."
Gerry McIver of the Hillsborough Justice Campaign said: "We wouldn't want anything to do with any company that partners with The Scum, as we call it.
"You won't find many true Liverpool fans drinking Carlsberg any more."
News of the promotion also caused a wave of protest on forums on Liverpool supporter websites, with fans shocked by the offer. Visitors to thepublican.com also vented their anger at Carlsberg's decision.
A statement from Carlsberg said: "Carlsberg is sensitive to the fact that Liverpool fans feel very strongly about The Sun, and therefore ensured that all outlets were given the option as to whether to participate in the promotion or not.
"Carlsberg is very proud of its long association with and support of Liverpool Football Club over the past 16 years, and apologises if any offence is felt as a result of the upcoming free pint promotion."
