Cider maker's drink mats own goal

Cider drink mats slogan was "stupid mistake"

A cider making company has apologised after slogans on drink mats appeared to condone football hooliganism.

The mats appeared in the United States carrying the slogan: "Helping fuel soccer riots for almost 40 years."

Hereford-based Bulmers, the makers of Strongbow, admitted the mats had been a "stupid mistake".

The company has sent staff to search bars in Florida, where the mats were spotted.

We are just as stunned as everyone else is

Bulmers spokesman

Bulmers says it rejected the mats after an advertising agency in the US devised the slogan as a promotion.

A member of its US staff responsible for the error had now "left the company" after a small number of the mats made their way into Florida bars, Bulmers said.

"We are just as stunned as everyone else is," said a Bulmers spokesman.

British tourist

"We made every attempt to put the matter right, but it was a very stupid mistake.

"It would never happen in this country where we are extremely responsible about how we handle our marketing."

Bulmers said the the mats first appeared in bars about 18 months ago and they immediately made efforts to recover them.

But the problem came to light after a recent complaint from a British tourist.