The Twitter account for Bud Light beer urged St. Patrick’s Day revelers to break with the custom of pinching those who aren’t wearing green and “pinch people who aren’t #UpForWhatever.”
The recommendation was posted to the beer brand’s Twitter account on Tuesday in honor of the holiday.
Bud Light deleted its tweet after it was online for about two hours, but TPM managed to take a screenshot before it was removed:
The company’s tweet was met with sharp criticism on social media as users responded with derision for the #UpForWhatever slogan.
Bud Light: Just Go Ahead And Touch Women Without Their Consent You’re Irish!
— Bruce Arthur (@bruce_arthur) March 17, 2015
— Clare Cady (@ClareCady) March 17, 2015
— sain’t_ (@st_christophr) March 17, 2015
stop implying that the minute a woman isn’t “up for whatever” she deserves to have her personal space violated by strangers. @budlight
— nope fiend (@babyhorselegs) March 17, 2015
The tweet also touched on an ongoing discourse over inebriation and consent.
In August, former George Washington University President Dr. Stephen Joel Trachtenberg said that women “have to be trained not to drink in excess” in order to defend themselves against men who “misbehave.” And, in June, Washington Post columnist George Will said that rape charges were manufactured by the “sea of hormones and alcohol” present on college campuses.