Tuborg inspires young people towards a better alcohol culture

Young Danes appreciate a good party, but many also feel pressured to drink – sometimes more than they want to. Four out of five young people in Denmark feel that drinking alcohol is expected at parties or social gatherings. The Tuborg brand in Denmark wanted to help change that perception. With its biggest campaign yet, the brand is championing responsible drinking.

Under the headline Drink With Respect, Tuborg uses films, advertisements, and initiatives at party venues to play with the many phrases in the Danish language for drinking too much. With this campaign, they want to inspire young people to drink responsibly – with respect for themselves, their friends, and their community. The campaign supports Carlsberg Group’s dedicated focus on ZERO Irresponsible Drinking.

"As Denmark's preferred beer brand, Tuborg is present when young people gather at parties and concerts. That’s why we also share a responsibility in ensuring positive social experiences," says Peter Haahr Nielsen, Managing Director of Carlsberg Denmark.

"Therefore, we also share the responsibility for ensuring good, shared experiences. We want to help change the drinking culture in Denmark. No one should feel pressured to drink more than they want to, and it should be completely okay to drink in moderation or say no to alcohol altogether,” he adds.