I think the apology from President Gibb was professional. The advertisement, however, was not.
Following is from Belvedere.com
BELVEDERE VODKA OFFERS DEEP APOLOGY FOR OFFENSIVE FACEBOOK AND TWITTER POSTBelvedere has issued a deep apology for an offensive post the Company put on its Facebook and Twitter pages on Friday, March 23, which were quickly pulled down that same day.Charles Gibb, the President of Belvedere Vodka, called the post “completely inappropriate and contrary to the values of the Company”.”I would like to personally apologize for the offensive post that recently appeared on our Facebook page”, Mr. Gibb said. “It should never have happened, and the Company will take whatever steps are necessary to make sure that it never happens again. We deeply regret this lapse.”Belvedere has made a generous donation to RAINN, America’s largest anti-sexual violence organization (http://www.facebook.com/RAINN01) and has committed to working with RAINN on key projects.RAINN posted on its Facebook site: “We got a call from Belvedere Vodka’s president, who was profusely apologetic about an offensive Facebook post yesterday. He stressed how much it was contrary to his values and what Belvedere stands for, and that he feels awful about it. He offered to make a generous donation to RAINN to support our work to help victims of sexual violence and educate the public. Nice to see a company that not only undoes its mistakes but looks for a way to do good afterwards.” For all media inquiries please contact Moira Breslin, Mission Public Relations at firstname.lastname@example.org, +188.8.131.5287 or +1.917.705.5530