Cape Town – In a tacky, trashy display of insensitivity the J&B Met 2015 asked people to “enjoy” today’s annual Cape Town horseracing event following the death of Top Billing presenter Simba Mhere.

Following a barrage of criticism on social media over the callous self-promotion after the death of the TV presenter early this morning, J&B Met 2015 finally relented with an apology.

Mhere died on Saturday morning – and not “last night” as the J&B Met 2015 tweeted – in a horrific car crash.

After an avalanche of criticism on social media, the J&B Met 2015 finally apologised on Twitter, saying "We the J&B would like to apologise on the insensitivity of our previous tweet. We are rectifying the situation from our side and once again we sincerely apologise for the remark".

We as J&B would like to apologise on the insensitivity of our previous tweet.pic.twitter.com/MS4nyOh5w3 — #MadeForTheMix (@JBScotchSA) January 31, 2015

The damage, however, was done. 

"Pity you had to be tweeted, told there is a screengrab, and told to apologise. Hope you shun the callous person responsible," said commentator Eusebius McKaiser.

Several celebrities left the J&B Met early and several were complete no-shows as news about Mhere's death spread. He was on his way to the Oliver Thambo International Airport to fly to the event in Cape Town.

 

Picture credit: J&B Met