Carlsberg 2 The Sun 1

After an early own-goal, Carlsberg (brewers of definitely NOT the greatest lager in the world) has, like Tim Leunig last week, found out that the people of Merseyside don't take things lying down.

Local paper, The Echo are on the case (£6.98 for 18 bottles at Sainsburys):

• RED-FACED Carlsberg bosses have apologised to outraged Liverpool fans for their aborted beer promotion with The Sun.
  The Danish brewer yesterday axed a deal with the tabloid newspaper to give readers a free pint over the August bank holiday weekend.
  Senior figures at the firm, which is the Anfield club’s shirt sponsor, contacted the ECHO and admitted their decision was “naive”.
  They said they were bombarded with complaints from upset Reds as far afield as Norway, Malaysia and Singapore. Keld Strudahl, marketing director of Carlsberg International, said the company hugely regretted the move.
  Vouchers were to be printed in The Sun, still boycotted by football fans in Merseyside over its coverage of the Hillsborough disaster, and then exchanged for a free pint in 13,000 pubs.

It may be difficult for the outsider to comprehend the hostility towards this vile paper but it is very rare to see someone in public with it. Whilst one could probably walk into any working class pub in Britain to find numerous copies folded over to the racing page, it is not common here on Merseyside. Dave in the corner - Daily Star;man with Kwik Save bag - Daily Mirror;Eric the Fish - pretentious broadsheet - but you get the idea.

Further articles on Hillsborough are archived as a zip file on the Kirkby Times site here.