You’d think it goes without saying that Bill Cosby and making light of rape culture are not good for business. Still, one of 14th Street’s newest tenants had to learn that lesson the hard way after word got out it was serving a “Pill Cosby” cocktail, complete with tequila and floating pills, a riff on Cosby’s predilection for giving Quaaludes to women without their knowledge.

The Pill Cosby was part of a menu at the recently opened Diet Starts Monday (2005 14th St. NW), which features cocktails named after African American celebrities like Duke Ellington, Marion Barry, and Dave Chappelle. Washingtonian unearthed the drink in a story this afternoon—one that promptly set off a firestorm of criticism and outrage that resulted in the restaurant pulling the drink.

Co-founder Davin Gentry cited a desire to push boundaries and said he believed the drink would “raise awareness” about drugging in bars, Washingtonian reported.

The blowback was immediate and strong enough for the bar to pull the drink and issue an online apology to “anyone who felt offended by this” within hours of the story’s publication.

Diet Starts Monday also tweeted that, “This drink was not made with any intent to offend anyone, especially not victims of rape. We take full responsibility.”

In terms of “what the f*** were you thinking?,” this one is right up there with last month’s tone-deaf Pepsi commercial. A Twitter post by the combination restaurant and retail space also advertises “Party & Bullshit” Sundays, so it’s clear that subtlety is not the mission.

Diet Starts Monday’s location off the corner of U St. is already a tough spot for business, and this is cannot possibly help. The BBQ Joint closed there after only about nine months. And the bad history extends back several years to the ill-fated runs of Blackbyrd, Hanoi House, and Den of Thieves.

Meanwhile, Cosby is in the middle of jury selection for his trial on felony sexual assault charges.

Update: Gentry reached out and provided a full statement of apology. “This drink was a one-time item—its inclusion as an offering of ours was in poor taste and we’ve taken all necessary steps to ensure it won’t happen again. We take full responsibility and apologize to anyone we offended. The allegations against Mister Cosby are serious and we in no way intended to make light of the pain surrounding his behavior. We rely on our community to help us guide everything we do. We appreciate all the feedback. This was a mistake, it will not be made again. We are sorry. We’ve begun the process of reaching out to leaders in our community to teach us how to be better, and we value everyone’s thoughts. Again, we are sorry for any pain this has caused and we’re working to do better.”