Don't Drink and Fish: Carlsberg Launches Innovative Lure to Promote Alcohol-Free Fishing

Aug. 16, 2024

Fishing is usually relaxing, but when mixed with alcohol, it can become dangerous. Now, Carlsberg Sweden and internationally renowned lure builder Claes "Svartzonker" Claesson have teamed up to highlight the risks of drunk fishing by launching “DrunkenBait by Svartzonker,” a unique fishing lure designed to remind anglers to stay sober while on the water. 

Drowning is the third leading cause of unintentional injury death worldwide, according to the World Health Organization (WHO), and alcohol use is a common risk factor, particularly in fatal boating and fishing-related accidents. But the dangers of mixing alcohol with fishing are not fully acknowledged. 

In Sweden, which boasts one of the world's longest coastlines, over 10,000 lakes, and nearly 20% of the population engaging in sport fishing annually, a new survey by Verian, commissioned by Carlsberg Sweden, reveals concerning attitudes towards alcohol consumption while fishing. The survey indicates that 41% of Swedes are open to drinking alcohol while fishing, and 20% have done so. The attitude among men is particularly concerning, with a majority (55%) open to drinking while fishing, and 31% having already done so.

DrunkenBait – A Drunken Fisherman as a Fishing Lure

Carlsberg Sweden has therefore teamed up with internationally renowned lure builder Claes "Svartzonker" Claesson, to create the DrunkenBait. The unique lure resembles a drunk person who has ended up at the bottom of the lake. It serves as a visual warning against the dangers of drunk fishing and a reminder to anglers to choose non-alcoholic beverages when on the water.

DrunkenBait is simultaneously a fully functional pike lure, jointed at the waist for realistic drunken movement in the water. The lure is available in an exclusive limited edition, each lure hand-painted and individually weighted by Svartzonker himself.

Claes "Svartzonker" Claesson said:

"Fishing and alcohol do not mix well. I hope the DrunkenBait can encourage more anglers to choose non-alcoholic options while fishing. And who knows, maybe someone will catch a big pike with it too."

 

DrunkenBaits have been distributed to selected resellers, such as sportfishtackle.com. A few of the exclusive lures will be raffled off on Carlsberg Sweden and Svartzonker’s social media. The proceeds will be donated to fish conservation and the Swedish Red Cross's water projects around the world.    

Casper Danielsson, Corporate Affairs Director at Carlsberg Sweden said:

“As one of Sweden's leading breweries, we must advocate for and contribute to responsible consumption. We have a passion for beer, not alcohol, and the risks associated with alcohol are particularly high when fishing. We are now launching an initiative together with the fishing community to encourage and remind people to choose alcohol-free alternatives on their fishing trips."

 

Tips for a Safe and Enjoyable Fishing Trip

• Wear a Life Jacket: A simple but essential measure that can save lives.
• Fish with a companion: It’s both enjoyable and safer.
• Carry a First Aid Kit: Always good to have in your fishing bag if something happens.
• Check your Boat: Many accidents are boat related. If you're going on large waters, ensure it's in good condition, has enough fuel, and your phone is charged if you need to call 911.
• Don't drink and Fish: Choose non-alcoholic alternatives when fishing to minimize the risk.