Underwater bar highlights perils of drinking at sea

Interest in boating has soared during the COVID-19 pandemic. But drinking while boating is also common, and the consequences can be fatal. Between 2011 and 2019, 230 people died in recreational boat accidents in Sweden – and over half had alcohol in their blood. Carlsberg Sverige set out to raise awareness of this  challenge and present our alcohol-free beer as a solution. The result was a campaign that reached over 35 million people with the message: “Don’t drink and
boat. Stay sober and float.” 

The innovative approach combined advertising with an underwater bar reachable by diving. Located just off the pier in the summer hotspot of Smögen, the bar offered tourists the chance to sip a non-alcoholic beer on the seafloor, under the guidance of the local diving club.

The fully equipped bar included a counter, stools, beer cooler and taps, and a selection of Carlsberg Sverige’s 15 tasty alcohol-free brews.

"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 was that it would be an important reminder to abstain from alcohol at sea and choose an alcohol-free alternative instead."

- Henric Byström,
Director, Corporate Affairs, Carlsberg Sverige