Keurig CEO Bob Gamgort apologized to employees Monday for the negative attention brought to the brand after announcing on Twitter that it had stopped running ads during Sean Hannity’s Fox News show.

Fox News fans started a #BoycottKeurig hashtag and uploaded videos of them smashing and setting coffee makers on fire after the company announced on Twitter that it had pulled ads from “Hannity” following the host’s radio interview of Alabama GOP Senate candidate Roy Moore, who is accused of having sexual contact with a 14-year-old four decades ago.

In a memo to employees published by The Washington Post, Mr. Gamgort said the company’s “highly unusual” decision to announce its plans publicly was “outside of company protocols.”

“This gave the appearance of ‘taking sides’ in an emotionally charged debate that escalated on Twitter and beyond over the weekend, which was not our intent,” the CEO wrote. “Clearly, this is an unacceptable situation that requires an overhaul of our issues response and external communications policies and the introduction of safeguards to ensure this never happen again. Our company and brand reputations are too valuable to be put at risk in this manner.

“I apologize for any negativity that you have experienced as a result of this situation and assure you that we will learn and improve going forward,” he added.

As for Mr. Hannity, he’s apparently thrilled with the boycott against Keurig.

“I am humbled and speechless and frankly laughing my ass off. I love all my deplorable friends. Thank you and Game on!!” he tweeted Sunday.

Mr. Hannity also promised to give away 500 free coffee makers to the fans with the best videos of them destroying their Keurigs.

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