The Campaign for Real Ale (CAMRA) has come under fire for unveiling a coronavirus-themed pint glass.
The UK consumer group took to Twitter on Sunday (30 August) to reveal the design of its limited edition glass, alongside the caption: "Check out our glass design for the Virtual Great British Beer Festival!
"We are excited to welcome you to the festival, 11-13 September."
The post was uploaded following the news that the Great British Beer Festival was going online this year due to the pandemic.
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As is shown in the images, the glass is covered in pictures of virus cells. The original post has received hundreds of angry comments, with many branding the design as 'tasteless' and 'insensitive'.
"Just... no folks, this is poor taste in the extreme," wrote one Twitter user, while another posted a picture of their CAMRA membership card cut in two alongside the caption: "Look what you made me do."
Manchester brewery Beer Nouveau retweeted the images, commenting: "I can see what their intentions were with this. But this is a seriously bad execution of idea, and the following non-apology doesn't help."
A fourth said: "More than disappointed in this. We shouldn't be celebrating and commemorating a virus that has taken hundreds of thousands of lives potentially including CAMRA members. Very poor taste."
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CAMRA has since apologised for the blunder, posting a statement from national director and Great British Beer Festival organiser Catherine Tonry.
"I sincerely apologise if anyone who has taken offence to this year's Great British Beer Festival glass theme," she wrote.
"As someone who has suffered lasting lung damage after contracting Covid-19, I am all too aware how serious the illness can be and the devastating and long-term impact it has had on so many of us.
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"We choose a theme every year and wanted to ensure the design recognised what was at the front of everyone's mind.
"Covid-19 has been the defining event of 2020, and has severely impacted the beer and pub sector - as well as many of our personal lives.
"In fact, this is the first time we have held the festival digitally in over 40 years of hosting the Great British Beer Festival.
"We hope that despite the difficulties faced by many, the festival will give people the chance to come together over a pint and discover new brewers and cider producers to support throughout this period of uncertainty."
Featured Image Credit: @CAMRA_Official/TwitterTopics: UK News, Coronavirus