A bar in London has been slammed over its decision to name a cocktail 'Sundae, Bloody Sundae'.

The ice-cream based drink is served at the Adventure Bar in Covent Garden. It also comes complete with a small, green army man carrying a rifle.

14 people died following a civil rights march during the Troubles in January 1972.

A spokesman for bar told the Belfast Telegraph that they are 'highly apologetic' over the incident.

"Perception in London is very different, and to those people who are upset we are highly apologetic. We are not in the business of trying to upset people" he said.

"It was originally a reference to an Alan Partridge sketch but clearly this has been misconstrued, as we are understanding more as people make comments online" he added.