Bar and café owners are furious at a new ‘buy one-get one free’ promotional campaign launched by brewing group Grolsch, Nos television reports on Friday.

The broadcaster says the hospitality industry body Horeca Nederland feels the campaign conflicts with efforts to reduce youth drinking.

‘We hope Grolsch ends this campaign soon because it is inappropriate and undesirable,’ director Lodewijk van der Grinten said.

Café owners who are tied to Grolsch do not have to take part in the campaign but it is difficult to resist pressure from the brewing group, Van der Grinten said.

Grolsch has distributed 10 million of the ‘buy one-get one free’ vouchers and there is no limit on the number per customer.