Earlier this summer, Märtha Louise (52) and Durek Verrett (49) launched their own wedding gin. Both on the manufacturer’s website and on the bottle it was written: “The gin was made for the wedding of Princess Märtha Louise and Durek Verrett”. Shortly afterwards, the Vinmonopolet stopped the sale of the gin, and the Norwegian Directorate of Health announced that they would initiate supervisory proceedings because the launch might be in breach of the alcohol advertising ban. Photo: Tom Balgaard / news Märtha Louise and Durek Verrett have now answered that. In a recent letter to the Directorate of Health, Märtha Louise and Durek Verrett wrote that it was natural that the controversial princess monogram should “adorn the bottle”. This means the ban on alcohol advertising According to the Alcohol Act, advertising for alcoholic beverages is prohibited. The Norwegian Directorate of Health says this about the law: “The term “advertising” is interpreted broadly and includes any form of mass communication for marketing purposes, cf. the alcohol regulations § 14-2. This includes, among other things, prohibitions on: Advertising for alcoholic beverages Advertising for goods with the same brand or characteristics as alcoholic beverages Allowing alcoholic beverages to be included in the marketing of other goods Editorial mention of alcohol falls outside the advertising ban, as long as the mention is not initiated, influenced or financed by industry players. Statements from private individuals are also not affected by the advertising ban, unless they appear to be initiated by or in favor of the alcohol industry. Influencers who showcase alcohol products may be in breach of the advertising ban if the content is designed, initiated, influenced or financed by industry players.” Märtha Louise wanted Pink Gin It was in 2023 that they first got the idea that they wanted to produce a gin or perhaps an aquavit for the wedding. The princess had several meetings with the producer. The letter states that it was important to Märtha Louise that this was a Pink Gin with a clear direction towards berries. Durek Verrett was currently in the USA and was very interested and involved in the process. He had a particular point of view on the design of the bottle and how it should look. During March, the couple and the manufacturer had several meetings about how this should be launched and sold. This is how the label that adorned the gin bottle looked. Photo: Oslo Håndverksdestilleri AS The monogram On the label of the gin was also the couple’s monogram, which was drawn up especially for the wedding. But Märtha Louise is not allowed to use the title of princess in connection with commercial activity. Märtha Louise and Durek Verett are getting married in Geiranger on 31 August. Then Pink Gin is on the menu. Photo: Lise Åserud / NTB Princess Märtha’s manager, Carina Scheele Carlsen, told VG in June that the whole thing was a mistake. – Unfortunately, there was a mistake here, and therefore the title has now been removed from the website, and it will be removed in the next batch also on the bottles, she wrote in an SMS to VG. In the letter to the Directorate of Health, nothing is said about the princess title, but it is further stated that the much talked about monogram on the bottle was not intended to be used in other commercial contexts. Photo: Terje Bendiksby / NTB – For a bride and groom to create their own label is very common nowadays and the monogram itself has been prepared by a design agency in collaboration with PML and DV. We found it natural that it should adorn the bottle, the letter says. In the reply from Oslo Håndverksdestilleri to the Directorate of Health, they wrote that the monogram should be placed discreetly on the back of the bottle. – No financial gain from the sale of the product The letter further states that the couple has no financial gain from the sale of the product. – The idea was all along that it would be nice to make a gin for the wedding that refers to our Norwegian distinctive nature and traditions, the letter says. It is further stated that the parties agreed that the manufacturer should make the product available for purchase for the wedding and that it should be sold at Vinmonopolet. Oslo Håndverksdestilleri says that Märtha Louise has been a friend of the producer for 37 years, and that this was a friendly service. It is based on the response from Oslo Håndverksdestilleri and Märtha Louise and Durek Verrett that the Directorate of Health will now come to a conclusion in the case. Published 06.08.2024, at 15.52 Updated 06.08.2024, at 17.06
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Märtha Louise and Durek Verrett give new details about the princess gin – news Norway – Overview of news from different parts of the country
