Carlsberg Sweden lures anglers to not drink and fish

Carlsberg Sweden has collaborated with lure builder Claes ‘Svartzonker’ Claesson to ensure the Swedes know the risks of fishing while consuming alcohol.

‘DrunkenBait’ created by Svartzonker is a unique fishing lure resembling a drunk person who drowned while fishing. It is a visual warning to have an alcohol-free drink to keep sober while on the water.

The limited-edition, hand-painted pike lure has a jointed waist for lifelike, erratic motion in the water and are available at selected resellers, with some exclusive lures being raffled on social media. Proceeds are going to fish conservation and the Swedish Red Cross’s water projects. 

The campaign seeks to raise awareness of World Health Organization’s (WHO) findings that drowning is the third highest cause of unintentional injury death worldwide, and alcohol is understood to often contribute to fatal boating and fishing-related accidents.

DrunkenBait comes off the back of a survey commissioned by Carlsberg Sweden that indicated that 41% of Swedes are open to drinking alcohol while fishing and 20% have done so. Alarmingly, 55% of men are open to drinking while fishing.

With the use of this campaign, Carlsberg strongly recommends consuming its alcohol-free 0.0% drink if going near water.

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