NEWSWEEK: What’s selling well?
Greg Schirf: Our “Polygamy Porter” has been a big hit lately. When we rolled it out in November of 2001, the local billboard company decided not to put up our ad campaign. They said it was in poor taste.
What did the ads say?
Our headline was “Polygamy Porter: Why Have Just One?” And there’s another one that says, “Take One Home For the Wives.”
Any others?
We have “When enjoying our product, please procreate responsibly.”
How strict are Salt Lake City’s alcohol laws?
The laws are a little quirky but not as bad as popularly perceived. You can sit down and, as long as you’re planning to eat, get a martini or two.
Can I get a double?
You can’t get a double, which is kind of bizarre. The problem is that the Mormons try to control the amount of alcohol consumption but because they don’t drink they’re really bad at it. They tell you can’t have a double, so this is what happens: you get a shot of tequila, and then order another one. The server will come back to your table and stand there with a shot tequila on her tray. She can’t put the new one down until you drink the one you have. So you end up doing shooters every time. If you have a really efficient waitress, you’re in trouble: you have no choice but to guzzle or she goes away.
And your waitresses are well aware of that.
We have fun with it. They’ll just stand there and look at your half-empty glass.
How’s business?
Just screaming.
What’s life like for a Utah brewer?
I grew up in the shadows of Miller Brewing Company. It was kind of an adjustment growing up white Anglo-Saxon Catholic and then coming out here and experiencing what it’s like to be a minority. If I had gone back to Milwaukee, my friends could have kept me in business.
What do you think God’s opinion of drinking is?
I’m Catholic with a bunch of Irish and Italian. We never gave it a lot of thought. We thought ‘He’d be right in their with the 12 apostles throwing a few back with us.’ We think drinking in moderation is a good way to celebrate the life we’ve been blessed with.
