I can see where you're coming from but 'epic fail' is well over the top.
The reason it could be deemed irresponsible is due to HAVING to buy 5 to get the deal. If it was just £2 per bottle until 2.15pm then it would remove that issue.
And yes it probably is aimed at groups. But knowing how some groups are, they will buy 5 each. Ya know, cos they're lads! Oooosh.
Still it's great to see the club putting a deal on, and a decent one of that.