November 14, 2001 -- With the Olympics coming to Salt Lake City this winter, only the most optimistic of observers could believe that there won't follow numerous embarrassing situations for the state that controls alcohol more closely than any other. And with the world media eye already focussed upon the Utah capital, the fun and games have begun.

Hot on the heels of the Utah Alcoholic Beverage Control Commission's inexplicable decision that hot buttered rum and spiced wine are acceptable drinks for Olympics visitors, but schnapps in hot chocolate and Irish coffee are not, comes word of a controversy surrounding a billboard commissioned by Utah's Schirf Brewing Company, makers of Wasatch beer.

At issue is a brand called Polygamy Porter, the billboards for which poke fun at the Mormon tradition of polygamy. (The Church of Jesus Christ of Latter-Day Saints, known as the Mormons, is a powerful political force in Utah.) One billboard, which features a picture of a scantily clad man, cherubs and a six-pack of wives, advocates that "when enjoying our flavourful beverages please procreate responsibly."

Reagan Outdoor Advertising, the agency contracted to erect the billboards, maintains that Schirf's ads are in bad taste and offensive.

This is not the first time that Schirf has run up against the Mormon church. Radio and billboard ads run earlier this year were widely criticized for being offensive. (Please see http://www.worldofbeer.com/brightbeer/utah.html for more details.)

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