Cider -lovers are livid after a campaign group urged people to stop drinking Thatchers due to its links to slavery.
The Countering Colston movement - launched this month in Bristol - says the popular booze needs cancelling as company director Martin Thatcher is a member of the Society of the Merchant Venturers.
The south-west city's statue of English slaver and merchant Edward Colston was pulled down by protesters in June 2020 amid Black Lives Matter Demonstrations sparked by the police murder of George Floyd.
SMV was founded in the 13th century and administered much of the £70,000 legacy Colston left to Bristol on his death, reports Bristol Live.
The new pressure group, meanwhile, works to condemn his legacy, which included the deaths of 84,000 African slaves.
But locals are not happy about being told to ditch Thatchers - a cider made in Sandford, North Somerset, and popular in many chain pubs around Britain.
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The campaign group said on Twitter : "Martin Thatcher, director of the company, is a member of the Society of the Merchant Venturers.
"The SMV has deep roots in the historical slave trade in Bristol, and its members were responsible for the suffering and death of tens of thousands of human beings.
"They are a powerful unelected elite who have significant influence on political and civic life in Bristol."
Mr Thatcher, a fourth-generation cider-maker, joined the society in 2012.
He told Bristol24/7 that he is a "relative newcomer" to SMV and hopes he has brought a "fresh perspective" to the organisation.
Mr Thatcher said: “During the time I have been a member, I have been able to contribute to the valuable, philanthropic work that members of the Merchant Venturers do with organisations across Bristol, from care homes to education establishments.
“As a relative newcomer to the society, I hope I’ve been able to bring a fresh perspective to thinking, in particular as to how the SMV needs to acknowledge what has happened in the past, yet continue to do its fantastic work for people across all Bristol communities in a way fitting and relevant for our lives today.”
The Countering Colston group's boycott has not been received well by readers of BristolLive on Twitter.
Pete Millett wrote: "I can honestly not deal with the stupidity of people these day."
While Adrian Hughes said: "Assume these are the same people that avoid buying anything made in China?"
And Michelle Smith wrote: "A petition against cider in Bristol! That's never going to work!"
Mohamed Kissoum suggested: "Instead of telling people to stop drinking it , make the company give a taxes due to their slavery links."
Last month four people were cleared of causing criminal damage after the Colston statue was thrown into Bristol harbour.
Rhian Graham, 29, Milo Ponsford, 25, Jake Skuse, 32, and Sage Willoughby, 21, were all cleared.
Six others accepted conditional police cautions for their part in the incident.
All four had denied the charge.
After being fished out of the harbour, the damaged statue was displayed at the M Shed gallery in Bristol.
The Mirror has contacted Thatchers for comment.
