Tesco has apologised after a newspaper advert for discounted beer said: "Good Friday just got better."
The supermarket said it was sorry for any offence caused after linking alcohol with Good Friday - the day when Christians commemorate the crucifixion.
It said the ad would not be used again.
The Tesco ad was criticised by vicar and broadcaster the Reverend Richard Coles on Twitter.
He described it as "extraordinarily and unnecessarily ignorant" and said it "causes unnecessary offence to many".
Rev Coles responded to remarks by other Twitter users that they were not offended by saying: "That's fine. For many others it is the most solemn day of the year.
"All Tesco needed to do was google it."
A Tesco spokesman said: "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. We will not publish it again."