Carlsberg cans controversial Sun giveaway
15 August, 2008
Drinks firm cancels free pint promotion after fierce backlash from Liverpool football fans
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.”

Readers' comments
Vile remarks mikeb? I was just stating that Scallies are still remaining bitter at The Sun. Is McKenzie still at The Sun? Be angry at the journo not the paper. But if you intend to be angry at The Sun, why an't you angry at the parent company too. Why not be angry at BSkyB and the sorts if you want to get your message through. But I bet a substantial of you are happy to give your benefits to Mr. Murdoch through means of satellite TV rather than a newspaper. Oh, the irony and hypocrisy. BTW Don't you dare put that evil on me sonny.
Colin, You are correct. It could have been any set of supporters. Your comments and the support of other Geordies are appreciated.
its not just scousers that boycott the sun quite a few Geordie's do to we stand right behind Liverpool for their lies were a slur on all decent football supporters and Dave get your facts right before you put your one brain cell in gear a police officer opened the gate that let people flood in and as a direct result caused the deaths and injuries to so many people
Carol, No double standards at all and I'm sorry to say that only a person with no understanding of the issue would make such a comment. Carlsberg have received a great deal of publicity through it's association with LFC. Choosing to associate themselves with a paper that told lies about the club was a slap in the face. Thankfully, they have now recognised this and acted appropriately.
Sam, The person who wrote the lies, Kelvin McKenzie, is still employed by the paper. The paper has failed to offer an unconditional apology for the lies it printed and McKenzie has used appearences inexplicably offered to him by the BBC to not only repeat his lies but to add further lies. Hope this answers your question.
How many of you Liverpool fans drink German beer or drive Japanese cars, despite what those countries armies did to British prisoners in the war? I do not support the Sun in any way and I fully sympathise with all those who lost loved ones at tHillsborough and who will never forget those tragic events, but isn't it time the rest of you got some sort of priority back in to your lives?
I wonder what would happen if breweries putting their prices up created this much fuss?
Come on.. Carlsberg are the ones causing the offence now, surely? The Sun is not a person who offended you - it's a newspaper (well, just about!) where your real issue must be with the specific people who wrote the rubbish rather than the same publication almost 20 years later? This just sounds like going to war with a country because of a previous leader's actions or random screaming at a complaints department over someone else's ill-treatment. All you have to do is.. 1) Not by the stupid paper 2) Not wear the stupid drinks company's logo on your chest But no.. you'll probably all continue wearing the strip proudly with Carlsberg - whose choice it was to do the promotion. It's their lame apology for a *current* action that is most offensive, surely? Sam
Without wishing to be disrespectful to anybody who lost friends/family in what was a terrible tragedy, this is about free beer and a crap newspaper/comic. The link with Liverpool FC is obvious, even to Carlsberg, Don't give away free beer, it only enforces the 'binge drinking' campaign of The Mail newspaper! This forum just looks like a lot of in-fighting to me, pointless.
Job centre,You are a vile example of a human being.Karma will have a responce to your unforgiverble comments.
Hopefully they will now give away free pints of Carling a much better pint.
What a great shame when pubs need all the support they can get in this economic climate and the Govt.attitude towards pubs. I'm sure carlsberg were wanting to give people a treat. You would have thought that the club they were sponsoring would have supported them. Liverpool fans have benefitted from Carlsberg money to the tune of nearly £7 million. Double standards here.
Dave - the Leppings lane end was BELOW it's official capacity. The side pens were empty. Why were fans not directed to the side pens. The fact that people lke you still think it was caused by drunken fans storming the gates despite this being shown time and again to be untrue is the reason why the Sun's story was so damaging and hurtful to those friends and family of the victims.
I still get so angry when ill informed people take the time to comment on events at Hillsborough when they clearly have not checked their facts. For those people can you please go to the following link and take 5 minutes to educate yourselves. After that then feel free to comment - but remember to do the impossible - imagine losing your son or daughter when all they wanted to do was go to a football match and watch the team they support because this could have happened to any football fan. http://hfdinfo.com/include/download1.php
Jobcentre - People like you disgust me. I am no scouser but I can understand why these people do not buy this comic called a newspaper. It is a vile rag, and that it is the bestselling just shows how far downhill this country has gone. I hope someone buys you your free pint, remember the 96 innocent people who died while you enjoy it.
Revd The heysel stadium was a disgrace. It was hooliganism at its worst. Hillsborough was caused by a total breakdown in police control of an event they were in command of. Somewhat different.
Dave. In 1988 Liverpool and Notts Forest met in the cup semi final at the same venue. In 1988 the police had a cordon to control the flow of people walking towards the turnstile. In 1989 they didn't. The stand wasn't packed, the pens either side of the one the crush took place were almost empty. This was because the entraces to the empty pens weren't signposted so people entereing were unaware there were multiple entrances.
Hillsborough was exploited because the victimhood covered up the disgrace of the Heysel Stadium disaster.
Paul I agree with the lies of the actions of liverpool fans was a lie but the fact remains there were too many supporters in that area !
all these idiot's who think that it was because the fans stormed the gate, for 1 was you there? im guessing not, so you just believing what a paper reported, which is a sad state of affairs if you believe a news paper nowadays. 2 it was the chief police officer's fault for not opening the gates on time as the grounds gate is a bottle neck and forced people into being crushed. that chief officer is even hiding over in cyprus, does go out and does talk to anyone, because he is so saddened by the decision he made. 3 the S*N, lied full stop and the police report even said so. 4 you must all be some tight gets that you moan that you cant get a free pint and looking for a hand out, you sound like big issue sellers... mingbags the lot of ya!!!
Dave You accept The Sun lied and then repeat the lie. What's that about?
Job centre, you are so witty and original. Try seeing friends or members of your family die in front of you as a direct result of the failings of the police. As stated in the official enquiry. Try then having the same police lie to cover their own mistakes and then try having to spend the next 20 years defending your loved ones reputations against opinions formed as a result of those lies being printed in a national newspaper, which then refuses to do the decent thing of admitting they were wrong. Try experiencing that and then come back and whinge about missing out on a free pint of lager.
Good! Its called loyalty "jobcenter"...put your hand in your pocket you tight......!
Cheers Scousers. You bitter, chippy folk have stopped the rest of us from getting a free pint. Boris Johnson was right about you lot
I don't think people are disputing the fact the sun lied in its reporting but the fact remains the incident would not have happeneed if the fans had not stormed the turnstiles of an already packed ground !
AJSlim There's a bit more to it than that. You seem to forget the unforgivable reporting in the Sun, including lies like stories of Liverpool fans urinating on the injured and robbing the dead. I'd like to you to go to Anfield and have a full and frank exchange of views on the topic with Liverpool fans, who'd soon put you straight.
AJ and Happy Juande, The Sun's lies about the disaster were totally rejected by the official enquiry, led by Lord Justice Taylor.The paper's continued failure to admit what it printed was untrue and apologise is the reason the paper is still boycotted in Liverpool and elsewhere today.
It's sad that such a vile rag is the best selling paper in this country. How Carlsberg ever thought it was a good idea is a mystery but at least they have done the right thing eventually. If only the BBC would take the same attitude against the repulsive Kelvin McKenzie.
Cant beleive Carlsberg have done this, just because of some negative comments. Like a previous post has stated, it was the fault of the Liverpool fans trying to get into an already packed ground what caused the accident. Dont blame the Sun for reporting on events.
Well done to Carlsberg for doing the decent thing on this issue.
Had liverpool fans not stormed the gates there would have been no story for the sun to report on in the first place. Some people need to face up to the real story hear and headline in one newspaper.
i am asstonished...... No1 Why promote carlsberg on the same weekend has fosters "bank holday" beach party ( thought they were all on the same side now) ???? No2 then having decided to do the free pint deal it is pulled 1 week after i have informed my customers. i am left with a lot of unhappy customers who WILL BLAME ME . THANKYOU CARLSBERG. Free Trade club London
Good on them for acting so quickly.
Isnt It amazing how the English can stick together and WIN ? This shows how power backs down when we all join forces, shame we didn't have the same courage with the pubcos?
Now theres a headline for the sun "Large company uses common sense in a bid not to upset its customers"