Belvedere company apparently needed a social network tongue-lashing to teach it that it’s not okay to pump out ads that make light of sexual assault. The ad, captioned “Unlike some people, Belvedere always goes down smoothly,” featured a grinning jackass grabbing a fearful woman.

CNN reports company executives apologized for the ad after the internet complained. Here’s what Belvedere’s president had to say on the matter:

“It should never have happened. I am currently investigating the matter to determine how this happened and to be sure it never does so again. The content is contrary to our values and we deeply regret this lapse.”

Belvedere made a donation to the Rape, Abuse and Incest National Network to drive the apology home. The cynical might wonder whether or not the campaign and apology made up a coordinated effort to draw attention to the brand.

Vodka ad draws anti-rape controversy [CNN]

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