Carlsberg Sweden has taken a creative approach to promoting responsible alcohol consumption by launching a fishing lure designed to remind anglers to stay sober on the water. Partnering with Swedish angling expert Claes “Svartzonker” Claesson, the brewery has introduced DrunkenBait, a pike fishing lure that mimics the appearance and movement of a drunk individual submerged in water.

The lure serves as both a humorous and pointed visual warning against drinking while fishing. According to Carlsberg, the goal is to encourage people to choose non-alcoholic beverages during fishing trips—an activity that often comes with a relaxed atmosphere where alcohol consumption is not uncommon.

A message through design

Crafted with detail and intention, the DrunkenBait lure is jointed at the waist to create a realistically erratic swimming motion, further emphasizing its symbolic message. Each lure is handpainted and individually weighted, making it a functional fishing tool as well as a conversation starter about the risks of alcohol when angling.

Casper Danielsson, corporate affairs director at Carlsberg Sweden, highlighted the brand’s commitment to promoting responsible behavior. “As one of Sweden’s leading breweries, we must promote and contribute to responsible consumption,” he said. “Our passion is for beer, not alcohol, and the risks associated with alcohol are particularly high when fishing.”

Promoting safer habits on the water

Claes Claesson echoed the importance of the initiative, stating that fishing and alcohol simply don’t mix. “I hope the DrunkenBait can encourage more anglers to choose non-alcoholic options while fishing,” he explained. “And who knows, maybe someone will catch a big pike with it too.”

The lure has been distributed to a limited number of retailers, and additional units are being raffled off via Carlsberg Sweden and Svartzonker’s social media channels. Proceeds from the raffles will support fish conservation efforts and international water safety projects led by the Swedish Red Cross.

Survey reveals risky fishing habits

The launch of DrunkenBait follows a nationwide survey commissioned by Carlsberg Sweden through research firm Verian. The findings reveal a concerning attitude toward alcohol use during fishing among Swedes. In a country known for its expansive coastlines and more than 10,000 lakes, around 20% of the population participates in recreational fishing each year.

The survey found that 41% of Swedes were open to drinking alcohol while fishing, and 20% admitted to having done so. Among men, the figures were even higher—55% said they were open to it, and 31% confirmed previous drinking while fishing. These numbers underscore the need for awareness campaigns like Carlsberg’s, which aim to shift cultural perceptions and promote safer, more mindful behavior in outdoor activities.

By combining a lighthearted design with a serious message, Carlsberg Sweden and Svartzonker have cast a line into the intersection of fun and responsibility—hoping to catch both pike and the attention of anglers across the country.