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Carlsberg releases lure to promote alcohol-free fishing
Carlsberg has teamed up with angling specialist Claes ‘Svartzonker’ Claesson to make a lure that reminds anglers to stay sober when fishing.
The pike fishing lure, named DrunkenBait by Svartzonker, resembles a drunk person who has ended up at the bottom of the lake and, according to the company, this “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”.
Speaking to the drinks business, Carlsberg Sweden’s corporate affairs director Casper Danielsson said: “As one of Sweden’s leading breweries, we must promote and contribute to responsible consumption. Our passion is for beer, not alcohol, and the risks associated with alcohol are particularly high when fishing. Therefore, we created Drunkenbait together with Svartzonker to reach out and speak directly to fishing enthusiasts.”
Each limited edition DrunkenBait lure is “jointed at the waist” to emulate “realistic drunken movement in the water” and is handpainted and individually weighted.
Describing the collaboration and why it is important, Claesso 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”.
DrunkenBait has been distributed to selected retailers, while a few lures will be raffled off via Carlsberg Sweden and Svartzonker’s social media platforms with the proceeds being donated to fish conservation and the Swedish Red Cross’s water projects around the world.
The move to release DrunkenBait follows the Carlsberg Sweden commissioned survey by Verian revealing concerning attitudes towards alcohol consumption while fishing.
The data, which outlined how Sweden, which boasts one of the world’s longest coastlines, over 10,000 lakes, and sees nearly 20% of the population engaging in sport fishing annually, indicated that 41% of Swedes were open to drinking alcohol while fishing, and 20% have already done so. The attitude among men revealed a majority (55%) being open to drinking while fishing, and 31% having already done so.