A South African wine brand on Friday defended its sponsorship of Britain’s top homelessness magazine after sellers called it a “bad, ironic joke” that could fuel more alcoholic stereotyping.

Fairhills has signed a £60 000 (R694 200) deal that involves The Big Issue’s homeless street sellers wear the wine’s logo on new red tops.

However, some vendors believe the deal is inappropriate as many are recovering alcoholics and drug addicts.

Walking wine adverts

In Bath, southwest England, seller Shane Hayton told the BBC: “We suffer enough in Bath as it is without stereotyping homeless people as drug addicts or drinkers, when we’re not.

“Now we are going to be walking around with wine adverts which is going to make everybody think we’re alcoholics.”