Photo by Erez Avissar

The anti-Grammy comments that Bon Iver's Justin Vernon made earlier this year to The New York Times have earned Vernon some harsh criticism from the Avalanches. On Twitter this morning, the Avalanches attacked Vernon for dismissing artists who desire Grammy Awards, while he himself appears in advertisements for a liquor company.

The Avalanches wrote, "a musician's 'art is compromised' if he/she desires a Grammy. But endor$ing a product with proven devastating health risks is ok?" They added a photo of a Bon Iver Bushmills ad, saying, "a product which kills 100k p/a in the US alone..man kids look up to you. #rememberwhenitwascoolNOTtosellout."

Vernon wrote back: "do u drink whiskey?" To which the Avalanches responded, "actually vodka is more my thing, but this aint no rock n roll pissing contest. i have seen alcohol destroy many families ... including my own.. and you are making money off this shit . dont try and justify it.

Below, watch behind-the-scenes footage from Bon Iver's shoot for the Bushmills campaign: