Bottles of rum inspired by adult-film star Ron Jeremy are being placed back on the shelves of Manitoba liquor stores — just days after being yanked off by provincial authorities.
In late January, 26 Liquor Marts in Manitoba began selling Ron de Jeremy, a seven-year old premium rum bearing the name and face of the 59-year-old X-rated icon. The Manitoba Liquor Control Commission ordered 60 cases of the 80-proof rum, which is made by a company called One Eyed Spirits.
The product was recalled from Liquor Mart shelves on Feb. 4, just nine days after going on sale, according to Andreas Runesson, managing director of operation for Simplicity Wines, the product’s Winnipeg-based importer.
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“They said it was in regards to a moral concern,” said Runesson, who received a phone call from the MLCC notifying him that the rum was discontinued.
Runesson said he repeatedly asked the MLCC for an official statement detailing the specifics of their concerns, but never heard back from them.
“I was shocked,” said Runesson. “It was performing extremely well in the very few days it was in stores. We were on track for selling about a case a day.”
On Thursday, MLCC spokeswoman Andrea Kowal told the Star the government agency had decided to reverse their decision.
“We received some customer complaints and we erred on the side of caution and pulled the product,” said Kowal. “Ron Jeremy used to be an adult film star. I’m guessing that’s what the complaints were about.”
However, Kowal said the MLCC later received complaints about the rum being pulled from shelves, leading the agency to review their decision.
“In the case of this particular product there really is nothing inappropriate about the product name or its label,” said Kowal. “Liquor products are for adults only.”
Although Runesson is relieved the rum is back on shelves, he is troubled by the MLCC’s lack of communication with him.
“The damage to the brand and consumers is of a concern here,” said Runesson, who hopes to break Ron de Jeremy into the Ontario market later this year. “It’s back on shelves now, but will it be taken off them again next week?”
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One Eyed Spirits CEO Olli Hietalahti says he hasn’t received any other complaints in any of the other 20 countries the rum is being sold in.
“We were shocked to hear this was happening since we haven’t had any other problems with our product anywhere else in the world,” said Hietalahti.
“Most people think it’s just a fun brand.”
In Ontario, the LCBO does not carry the Ron de Jeremy.
“It hasn’t been presented to us for consideration, so we’re really not in the position to evaluate whether or not we would carry it,” said LCBO spokesperson Heather MacGregor.
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