It’s been a while since we have seen a totally tone-deaf, grade-A internet blunder from a major brand. Luckily, Bud Light has ended the drought with its social media campaign to mark St Patrick’s Day.

On #StPatricksDay you can pinch people who don't wear green. You can also pinch people who aren’t #UpForWhatever. pic.twitter.com/B9aATwrEXo — Bud Light (@budlight) March 17, 2015

Bud Lite’s St Patrick’s Day tweet. Photograph: public domain

The beer brand’s Twitter account advised followers: “On #StPatricksDay you can pinch people who don’t wear green. You can also pinch people who aren’t #UpForWhatever.”

The tweet was posted along with a photo of beaming young women dressed for the Irish holiday.

It was posted at 11.53am ET, and by 1.45pm had been deleted.

Nick Kelly, a spokesman for the company, sent Business Insider a statement apologizing for the tweet:

“We understand that some people misunderstood our St Patrick’s Day post and we want to apologize to everyone who was offended. Our intention was only to be playful and celebrate the holiday.”

The negative response from Twitter users was swift.

@budlight congratulations on your impending unemployment — The Citrus Lunatic (@gewqk) March 17, 2015

Hey, let's check in on what's happening with Bud Light's social media team. #UpForWhatever pic.twitter.com/7J6Qln7aPP — Craig Needles (@NeedlesOnNews) March 17, 2015