Five Wives Vodka was declared to be bad taste for offending Mormons, and
will not be stocked or special ordered at stores operated by the state
of Idaho, regulators said. It is made by Ogden's Own Distillery in Utah,
where the Mormon church is based. Its label carries the name and an
image of five women, an apparent reference to polygamy, a practice
abandoned by the church more than a century ago. Idaho State Liquor
Division administrator Jeff Anderson said the brand is offensive to
Mormons who make up over a quarter of Idaho's population.
Regulators
in Idaho notified Elite Spirits Distributor that the brand's concept is
"offensive to a prominent segment of our population and will not be
carried," according to a letter sent on Thursday. "The bottom line is,
we represent everybody," Anderson added. "It's masterful marketing on
their part. But it doesn't play here." Anderson said state stores
already make hundreds of vodka brands available for sale and don't have
room for another brand priced at around $20 (£13) a bottle.
Ogden's
Own Distillery is trying to make the most of the rejection with a media
campaign and sale of "Free the Five Wives" T-shirts. It says the snub
is unfair because a Utah beer named Polygamy Porter is available in
Idaho. Anderson said Idaho doesn't decide what beer brands can be sold
in grocery and convenience stores. "We're a little dumbfounded by it
all," said Steve Conlin, a partner and marketing chief for Ogden's Own
Distillery. "The average person can look at our bottle
and they don't find it offensive. It's certainly not obscene, which is what it would require for it to be banned."
Five
Wives Vodka has been approved for sale in Utah, a state dominated by
members of The Church of Jesus Christ of Latter-day Saints. Nobody in
Utah is raising a fuss over the brand, said Vickie Ashby, a spokeswoman
for the Utah Department of Alcoholic Beverage Control. Utah regulates
all sales of hard liquor, wine and heavy beer, making the products
available only at state-owned stores. Idaho controls liquor sales with a
mix of state-owned and privately-operated stores.