Five Wives Vodka was named in bad taste and won’t be stocked or special ordered at stores operated by the state of Idaho, regulators said.

The middle-shelf vodka 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 Thursday.

“The bottom line is, we represent everybody,” Anderson added Tuesday. “It’s masterful marketing on their part. But it doesn’t play here.”

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