Carlsberg: DrunkenBait by Carlsberg

Drowning is a major cause of unintentional injury death worldwide, and alcohol is a common risk factor. However, the dangers of mixing alcohol with fishing are not fully acknowledged.

To engage with the large community of anglers, Carlsberg teamed up with renowned lure builder "Svartzonker" to create the DrunkenBait – a unique fishing lure resembling a drunk person that’s ended up at the bottom of the lake.

The DrunkenBait serves as a stark reminder of the risks of being drunk on the water and a call to choose non-alcoholic alternatives when fishing.