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Number of months ago that U.K.-based Bulmers nixed an idea to have coasters for Strongbow cider that read, “Helping fuel soccer riots for almost 40 years.” But wait, they were spotted in Florida recently by a British tourist. His anger over them is now echoing in England, where football hooliganism is no laughing matter. Bulmers is embarrassed and furious (one of its execs in the U.S. “left the company” following the incident). “It was a very stupid mistake,” says a Bulmers rep.
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