Liquorland Timaru selling crates of Vodka Cruisers for National Crate Day

Liquorland Timaru Duty Manager Hayley Veldstra with one of the store's Cruiser Crates.
TETSURO MITOMO/FAIRFAX NZ

Liquorland Timaru Duty Manager Hayley Veldstra with one of the store's Cruiser Crates.

A Timaru liquor store's Crate Day promotion has been called "irresponsible" and slammed for targeting young women - even as the company says it actively promotes responsible drinking.

Liquorland Timaru is selling Cruiser Crates - handmade crate boxes containing a standard box of Vodka Cruiser RTDs.

The promotion is running ahead of the 7th annual National Crate Day, an event run by The Rock radio station.

Liquorland Timaru is selling crates of Vodka Cruiser ahead of National Crate Day this year.
SUPPLIED/FACEBOOK

Liquorland Timaru is selling crates of Vodka Cruiser ahead of National Crate Day this year.

Crate Day is a "tradition" where people drink a "swappa crate" – 12 large (745-millilitre) bottles of beer – to celebrate the beginning of summer.

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While Crate Day usually focuses on beer, the Cruiser Crates have been flying off the shelves in Timaru.

Liquorland Timaru staff make more Cruiser Crates after the first lot sold out.
Supplied

Liquorland Timaru staff make more Cruiser Crates after the first lot sold out.

The crates contain a standard box of Vodka Cruisers, which were one standard drink each, rather than crate bottles.

The initial 40 crates made had sold out quickly, according to the store's Facebook page.

Demand had been so strong, staff had spent Wednesday night making more crates.

One of the Cruiser Crates sold by Liquorland Timaru.
SUPPLIED

One of the Cruiser Crates sold by Liquorland Timaru.

The promotion had also generated plenty of buzz on social media.

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An initial Facebook post promoting the crates had received nearly 1500 comments, with some punters joking they should drive down from Auckland to pick one up.

However, the promotion, and Crate Day itself, have come under fire for promoting the "normalisation" of binge drinking.

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