Carlsberg cans controversial Sun giveaway
Carlsberg has ditched a controversial free pint giveaway promotion with The Sun newspaper, in light of a huge backlash.
The free pint vouchers were due to be included in the tabloid over the upcoming bank holiday weekend, but will now not go ahead.
The link-up between Carlsberg, sponsors of Liverpool Football club and The Sun, much hated on Merseyside, provoked a furious response from Liverpool fans and pubs, some commenting on The Publican website.
Many supporters refuse to buy The Sun because of its highly controversial coverage of the 1989 Hillsborough disaster in which 96 Liverpool fans died.
Despite apologising in 2004 for its reporting of the events, fans have never forgiven the newspaper.
A statement released by Carlsberg said: "Carlsberg apologises for any offence caused by the planned free pint promotion in The Sun.
"Carlsberg is very proud of its long association with Liverpool Football Club and the people of Liverpool over the past 16 years.
"In light of the reaction to the promotion, we have decided not to proceed with the activity."
Rick Parry, chief executive of Liverpool Football Club, said: "We are delighted that Carlsberg has responded in the right way so promptly."
