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"When the shooting starts the looting starts" - Bristol Dry Gin's advert slammed

In response, Bristol Dry Gin said "we should not have made light of" the recent demonstrations in America.

A gin company in Bristol has been forced to apologise twice, after widespread online backlash over a social media post.

On Monday 1 June, an advert from the Bristol Dry Gin company was captioned: "When the shooting starts the looting starts. Voted No 1 gin by rioters for its complex botanical mix and high flammability".

It was promoting a 75% ABV spirit - showing a picture of a bottle with a burning rag.

"Looting" and "shooting" referenced a tweet by Donald Trump on Friday 29 May, which was marked by Twitter with a warning for "glorifying violence".

There have been major protests across the US over the past week, sparked by the death of George Floyd in Minneapolis after a police officer knelt on his neck.

The American President later denied the tweet denoted a threat to citizens.

This isn't the first time the drinks producer has caused upset online - in 2018 it released a vodka named after the Novichok attacks in Salisbury.

The Mayor of Bristol, Marvin Rees, shared his response:

Supriya Kaur, from Bristol, tweeted after the business deleted its original advert: "The internet doesn't forget. #GeorgeFloyd people are dying and Bristol Dry Gin are joking about it".

Musician John Spiers also condemned the post: "You clearly made that error because you love money more than you love people. You simply wouldn't have said it if you'd given a cursory thought for a moment. There are plenty of gins who don't incite hatred ... and I for one will patronise those".

On Facebook, "staggering" and "completely shameful" were words used by Annie McIntyre to describe the firm.

Some local residents have urged others to boycott future purchases from Bristol Dry Gin.

In a statement on Monday 1 June, Bristol Dry Gin said it understood the situation in America is "very serious" and "in no way do we condone any form of violence or racism".

In the aftermath, the company has been chalked-off the Bristol Pantry. Organisers Wriggle HQ published this message:

Vegan deli Flip Food Bristol has also been outraged, calling the message "insensitive and inappropriate".

It said: "We feel disappointed and saddened to have become associated with a message which is so far from our outlook and values".

After many online complained the first apology was disingenuous, Bristol Dry Gin has since released a second statement:

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