Supermarket giant Tesco has apologised for a beer advert which said "Good Friday just got better".
It comes after the firm ran adverts in some newspapers to promote "great offers on beer and cider" in the run up to Easter.
It has caused outrage from Christians.
Vicar and broadcaster, the Reverend Richard Coles, said the advert was "extraordinarily and unnecessarily ignorant".
He tweeted that the advert "causes unnecessary offence to many. It didn't need to."
Headteacher Simon Atkinson described the advert as "offensive".
"How low can you stoop? For some of us Good Friday isn't about the alcohol," he tweeted.
A Tesco spokesperson told the BBC: "We know that Easter is an important time of the year for our customers.
"It is never our intention to offend and we are sorry if any has been caused by this advert."
Michael Wakelin, executive associate in public education for the Faculty of Divinity at Cambridge University, told BBC 5 live, it was a "decidedly poor way of treating such a holy day".
"I'm sure there was no attempt to offend, I'm sure that wasn't in their mind," he added.
"It is just religious illiteracy; ignorance if you like, around what religious people hold dear, and that is my main concern."
Recently Cadbury and the National Trust were criticised for apparently dropping the word Easter from their egg hunts.