 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. Mr Strudahl, part of the team which sealed the Anfield sponsorship deal in 1992, confirmed hundreds of strongly-worded letters and emails were sent to their Scandinavian headquarters from all corners of the world. He said: “It is difficult to explain – there is a lot of emotion in this. We have run other promotions, but they have not got a reaction like this one. “This was not directed towards Liverpool FC. There was some kind of naivety. When the complaints first came in, we waited to see if it was a spontaneous thing but, as it went on, we realised it was not just a couple of fans. “Because of the global reaction, we realised it was a step too far. “It was very unfortunate and we apologise. We have a lot of respect for Liverpool fans. We have been with the club for 16 years. “We signed a deal with the club in 1992 and it is one of the longest-standing sponsorship deals in English football. “We are aware of the tragic incident (Hillsborough) and we were not trying to offend anyone. “Once we had discussions, it was an easy decision to stop this promotion. We really want to maintain a good relationship with Liverpool FC. “I understand the anger. The reaction was huge. A lot of the arguments were well-thought out, it had a big effect on us. “I received 250 emails and so did many of the shareholders. We received over 200 letters at our headquarters in Denmark.” Carlsberg’s decision was today welcomed. Liverpool chief executive Rick Parry said: “We are delighted Carlsberg responded in the right way and so promptly.” A Spirit of Shankly spokesman said: “We are pleased they have seen sense and pulled the plug on the promotion. “It should never have been considered in the first place but it is good they listened to the fans.” luketraynor@liverpoolecho.co.uk | 
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