Norwegian Directorate of Health investigates wedding gin launched by Märtha Louise and Durek Verrett

Earlier this summer, Märtha Louise (52) and Durek Verrett (49) launched their own wedding gin. Both the producer’s website and the bottle stated: “The gin was created for the wedding of Princess Märtha Louise and Durek Verrett.” Shortly after, the Norwegian state-owned monopoly on alcohol, Vinmonopolet, halted sales of the gin, and the Norwegian Directorate of Health announced plans to investigate, as the launch might have violated alcohol advertising regulations.

In a recent letter to the Directorate, the couple stated that it was natural for the controversial princess monogram to “adorn the bottle.”

According to Norwegian alcohol laws, advertising for alcoholic beverages is prohibited. The Directorate explains that “advertising” is broadly interpreted and includes any form of mass communication for marketing purposes. This encompasses bans on advertising for alcoholic beverages, advertising products with the same branding as alcoholic drinks, and using alcoholic beverages in marketing other products.

Märtha Louise expressed a desire for a Pink Gin, and the couple began discussing the product concept in 2023. The princess had several meetings with the producer, emphasizing the need for a gin distinctly flavored with berries. Durek Verrett, who was in the United States at the time, was keenly involved, particularly regarding the design of the bottle.

The couple is set to marry in Geiranger on August 31, and the Pink Gin will be featured at the celebration. The manager for Princess Märtha previously stated that the use of her title was an error that had been rectified on the website and future product batches. The couple maintains that there was no financial gain from the gin and that it was intended to celebrate Norwegian nature and traditions. The Directorate of Health is expected to reach a conclusion regarding the legality of the product.