Carlsberg A / S: Sweden opens underwater bar
At the lake, alcohol consumption can be life-threatening. Intoxication impairs judgment, sensitivity and coordination, which increases the risk of a serious accident. According to statistics from the Swedish Transport Agency, more than every second person who dies in recreational boating accidents has alcohol in their blood (2011-2020). That is why “Do not drink and boat” is the call to the Swedes this summer. To remind people to abstain from alcohol at sea.
“As a leading brewery and distributor of alcoholic beverages, we have a responsibility for how our beverages are consumed. Our ambition with the underwater bar is that it will be an important reminder to abstain from alcohol at sea, and instead choose an alcohol-free alternative,” says Henric Byström , Head of Communications at Carlsberg Sweden.
Underwater bar in Smögen
The full-size bar measures 3.5 meters in width and 2.5 meters in height and comes complete with a bar counter, bar stools, neon signs, beer coolers and taps. During the week, it is possible for holidaymakers on the west coast to visit the underwater bar that has been lowered outside the seafood restaurant Gösta’s fish and Smögen’s fish auction.
Non-alcoholic beer trend
It has been 16 years since Carlsberg Sweden began its major investment in non-alcoholic beer with the launch of Carlsberg Alcohol Free. Since then, more and more Swedes have caught on to the non-alcoholic trend and now drink just over 20 million liters of non-alcoholic beer every year.
“For those who still want to enjoy a good beer on the lake, there is now a large selection of tasty non-alcoholic beer. Only at Carlsberg Sweden do we currently have 15 different non-alcoholic brews in our portfolio,” says Henric Byström.