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By Amy Houston, Senior Reporter

July 5, 2022 | 3 min read

Danish brewer Carlsberg, alongside creative agency BCW Stockholm, has created a unique campaign to remind Swedes about the dangers of drinking alcohol while at sea – by installing a bar at the bottom of the ocean.

The ‘Don’t Drink and Boat’ bar measures 3.5m in width and 2.5m in height, and comes fully equipped with a bar counter, bar stools, neon signs, a bar fridge and taps – and a menu of purely non-alcoholic beers.

Carlsberg Bar 2

For a limited time in July, visitors to the seaside town of Smögen (on the 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.

“As a leading brewery and distributor of alcoholic beverages, we have a responsibility for how our beverages are consumed,” said Henric Byström, communications manager at Carlsberg Sweden.

Carlsberg Bar 3

“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.”

Non-alcoholic beers have become more popular over the last few years, with Carlsberg noting that Swedes consume 20m liters of this type of beverage annually.

“For those who still want to enjoy a good beer on the lake, there is a large selection of tasty non-alcoholic beer. At Carlsberg Sweden alone, we currently have 15 different non-alcoholic beers in our portfolio,” added Byström.

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