Speight's has apologised for responding with a "positive comment" to a video showing a man drinking beer through the decapitated head of a deer.
The video, posted to the beer company's Facebook page on Friday night, sparked outrage at the act alone and even more anger after Speight's replied "Good on ya mate."
The beer maker's response led to some saying they wouldn't touch their products again after the company appeared to be promoting animal abuse.
"I will never, ever buy your beer for my husband again," one person said.
"Puts me right off anything with "Speights" written on the label," said another.
Speight's said in a statement posted to Facebook on Tuesday that it was sorry for the blunder.
"We're sincerely sorry for the initial post, for our response to it, and for the offence both the post and the response caused," the statement said.
"At Speight's, we believe that hunters should always treat animals ethically and with respect. The post by a member of the public was extremely ill-judged and offensive, and our initial response was foolish."
The video has been taken down.
Newshub.
