The Royal British Legion is reviewing the sale of a brand of rum called "Pull the Pin" after critics claimed it celebrated war.
Bottles of the rum are sold on the charity's website as part of its Veteran Marketplace, a page dedicated to promoting businesses run by ex-servicemen and women.
Former Royal Engineer Thomas Foster, founder of Pull the Pin Spirits, had designed the product, to be opened with a grenade-like pin at the top of the bottle.
To mark the 100th anniversary of the RBL this year, the charity is currently showcasing a 700ml limited-edition spiced rum version of the product, priced at £39.99.
However, the inclusion of the rum in the marketplace has been criticised in the run-up to Remembrance Sunday this weekend.
The Peace Pledge Union, the UK's oldest secular pacifist organisation, posted on Twitter: " The Royal British Legion rightly say that they don't want to celebrate war.
"Sadly, they undermine that message by selling items such as a grenade-themed spiced rum at Remembrance time. How does this respect the dead."
Charity initially defends product on social media
Following a backlash, the RBL told The Telegraph on Wednesday it was "reviewing" the product's placement on the Veteran's Marketplace.
The charity had earlier defended the product on social media explaining the term "pull the pin" was merely a colloquial term, meaning to "put something behind you" and was not in reference to a grenade.
They said the term was "a metaphor for knowing when to free yourself from danger" and added: "If you've served, you'll likely know the expressions."
The RBL said: "Pull The Pin Spirits and the other veteran-owned businesses on Veteran's Market are brilliant examples of how we support vets into employment, and in PTP's case of how they want to give back to us too after we've supported their transition to civvy life."
Kerry Carter, director of Pull the Pin Spirits, said: “It’s a real shame that offence had been taken from the RBL 100 bottle – the purpose of which was to commemorate the centenary of the British Legions, raise funds for them, and highlight the great work that they do. The bottle was not ever intended to be linked with Armistice or a grenade.
“It all seems to have taken a life of it’s own and somehow an incorrect link between the bottle and ‘celebrating’ remembrance has been made as well as linking the bottle and a grenade. Neither of which is what the bottle is for or about.”
Mr Foster, who joined the army in 2008, created the Devon-based range of rum with his wife after being medically discharged from the British Army following "life changing injuries" during a biathlon eight years ago.
Describing the accident in an article with Xforces.com last year, he said: "My whole life came crashing down around me within a matter of days of the assessment board. I had lost my stable income and, just as important to me, I'd lost the family and camaraderie I'd had in the Army .
"I called a friend to talk things over and described the situation as having 'pulled the pin' on my career, and from there grew a focus to rebuild things."
Stocked by dozens of bars
The rum is stocked by dozens of bars, restaurants and independent stores across Devon and is also available on Amazon.
Mr Foster, when explaining the name of the drink in March last year, said: "Pull the Pin for both of us is a metaphor for a lot of things.
"It is named with a message to live life to the full, to celebrate what is great and know when to pull the pin on what's not.
"This is the foundation of our company and is remembered every time we create a bottle.
"Both the identity and blend provoke positive reactions. In the competitive liquor trade, it's vital to stand out, to be unique, and build a customer relationship to drive demand."
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