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  • Efrain Nieves

    The flag of my motherland does not belong on a beer can! http://t.co/DaGGAD3YmD #MillerCoors via @latinorebels #PuertoRican #SoyRebelde

  • Julio Ricardo Varela

    East Harlem City Councilor: Coors Light Official Puerto Rican Day Parade Beer "Disrespectful" http://t.co/8ymUsAxuIg #BastaCoors

  • Parranda Puerto Rico

    Thanks to Latino Rebels for bringing this to our attention. Outrageous use of the Puerto Rico flag by Coors Light... http://t.co/MBjuLjEpJk

  • CraftBrewingBusiness

    Coors Light can with Puerto Rican flag insults New Yorkers. See why here: http://t.co/BsEa653XKX

  • Tato Torres ☩ ☆ ☠

    MillerCoors at center of controversy with Puerto Rican groups again for new Coors Light cans | BeerPulse http://t.co/hEdt80pm1b

  • Jessie Nuez

    Place the blame where it belongs w/ the PR parade organizers http://t.co/XJYXkTN074

  • Boricua Times

    Boricuas for a Positive Image to Coors: Respect Puerto Rican Flag and Take It Off Your Beer Cans http://t.co/JkfUYGp6Ld @latinorebels...

This may not be the best way to reach the Latino market.

Puerto Ricans in New York are furious over a new Coors Light decorated with the island’s flag.

The company launched the can as a marketing ploy to coincide with the city’s annual Puerto Rican Day Parade.

Coors Light is one of the parade’s sponsors. The Puerto Rican flag appears on the bottom quarter of the can along with the Parade’s logo, under the words “cerveza official” -- official beer.

"It's a total disrespect to the Puerto Rican flag," Vincent Torres of Boricuas For A Positive Image told DNA Info. "The parade is turning into one big commercial where the Puerto Rican people are being pimped."

Some saw the decision to drape the beer can in the Puerto Rican flag as particularly insensitive this year, because the parade’s theme is “Salud -- Celebrating Your Health,” according to the New York Observer.

"Here we are, the parade's theme this year is about health, looking at the disparities in our community and how do we really promote better options," City Councilwoman Melissa Mark-Viverito told NY1. "And so to have now Coors as a beer and our flag draped on a can of beer really seems to be the greatest irony of all and is in poor, poor taste," Mark-Viverito said.

Alcohol use among Latinos tends to increase with acculturation to the United States, especially among women, according to the National Institute on Alcohol Abuse and Alcoholism. Puerto Ricans consume more alcoholic beverages per week than any other Hispanic group, with 16.9, according to data published by the institute’s website in 2011.

Coors has had problems with the Puerto Rican community before over its marketing approach for the annual parade.

The company’s “Emborícuate” (roughly translated as “Puerto Ricanize Yourself”) campaign sparked controversy in 2011 when angry Boricuas pointed out that the message could be misconstrued as a “Emborráchate,” which means “get drunk.”

Check out Twitter reactions to the Puerto Rican flag Coors Light can in the slideshow above.

Also on HuffPost:

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  • A Majority Didn't Support Statehood

    With just 46 percent of the ballots cast, statehood doesn't have the support of the majority of the Puerto Rican electorate.

  • Luis Fortuño's Gone

    Puerto Rican voters not only didn't support statehood, they narrowly voted to oust one of the biggest proponents of statehood from the governorship. With Alejandro Garcia Padilla of the Popular Democratic Party taking office, the idea will likely lose steam.

  • Obama Isn't Into It

    "The status of Puerto Rico should be decided by the residents of Puerto Rico," Obama said last year. "If the plebiscite, or the referendum, that takes place in Puerto Rico indicates that there is a strong preference from the majority of the Puerto Rican people, I think that will influence how Congress approaches any actions that might be taken to address status issues." That's not the way the vote went down.

  • Puerto Ricans Are Already Citizens

    Many Puerto Ricans who favor statehood already live in U.S. states. Puerto Ricans received citizenship, along with military conscription, in 1917. Today, some <a href="http://www.pewhispanic.org/2011/06/13/a-demographic-portrait-of-puerto-ricans/">4.6 million people of Puerto Rican origin live</a> in the United States, compared to 3.7 million on the island, according to the Pew Hispanic Center. In the words of historian Angel Collado-Schwartz, “Statehood is available to all Puerto Ricans -- you have 50 states to move to.”

  • Congress Isn't Interested

    Congressional aides tell The Hill that Congress won't both with legislation to initiate the process to <a href="http://thehill.com/blogs/floor-action/house/266799-congress-expected-to-ignore-puerto-ricos-statehood-vote">bring Puerto Rico into the union</a> as a state because the vote wasn't convincing enough. One staffer viewed the status vote as a "statistical fiction."