Carlsberg: Don't Drink and Boat

For the past couple of years, interest in boating have been booming in Sweden, partly due to the pandemic. Unfortunately, boating season is also the peak season for drowning accidents, and often alcohol is involved. Drinking alcohol at sea is dangerous. Intoxication impairs judgement, reaction and coordination, which increases the risk of a serious accident. More than every second person who dies in boating accidents has alcohol in their blood, according to the Swedish Transport Agency. That is why Don’t drink and boat is the message to the Swedes this summer. To remind people to abstain from alcohol at sea, Carlsberg Sweden has created an underwater bar. It symbolizes the last round on the bottom of the sea, because this is where those who are boating under the influence risk ending up. 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 choose an alcohol-free alternative instead, says Henric Byström, Communications manager at Carlsberg Sweden. Underwater bar in West coast hot spot. The full-size bar measures 3.5 meters in width and 2.5 meters in height and comes fully equipped with bar counter, bar stools, neon signs, bar fridge and taps, and a menu of solely non-alcoholic beers. For a limited time in July, visitors to the seaside town of Smögen (Swedish west coast) can view the underwater bar, located just outside the main pier. There will also be opportunities to dive down to the bar, for a round of non-alcoholic beer on the bottom of the ocean, under the guidance of the local diving club.