We often see high profile celebrities post regrettable tweets and Facebook updates, but rarely do they come from top level brands. Such was the case when Belvedere uploaded a new controversial ad featuring a creepy smiling dude restraining a visibly frightened woman with the text, “Unlike some people, Belvedere always goes down smoothly.”

At first, we thought it was a joke from someone with a seriously sick sense of humor – the result of maybe a former employee with photoshop skills. But, nope, it was from the liquor purveryor itself.

After some 400+ likes and a deluge of comments, Belvedere apologized over Twitter…

But, as Eric Mill aka @Klondike, pointed out, they shouldn’t be apologizing for the tweet, but for the ad.

Rape jokes aren’t anything new but the idea that they’re more acceptable seems to be prevailing. They’re used by stand up comedians and sitcoms alike. Even The Office‘s Rainn Wilson apologized recently for tweeting a rape joke and Vulture mag even put together a whole supercut of rape jokes on TV (and those are just from ONE season).

So, where do you draw the line? We think we’ll go with Ketel One next time we’re at the liquor store.

[Via The Atlantic Wire]