Anyone who drives a boat while drunk runs the risk of ending up at the bottom of the sea. To remind Swedes to abstain from alcohol at sea, Carlsberg Sweden has created an underwater bar that will be lowered to the seabed among holidaymakers in Smögen.

The high summer heat has arrived in Sweden, and now many people are heading out to enjoy the lake. But with swimming and boating, drowning alarms are also increasing, and alcohol is often involved. Because on the lake, alcohol consumption can be life-threatening. When drunk, judgment, reaction time and coordination are impaired, which increases the risk of a serious accident. According to statistics from the Swedish Transport Agency, more than one in two people who die in recreational boating accidents has alcohol in their blood (2011-2020). 

That's why "Don't drink and boat" is the call to Swedes this summer. To remind people to abstain from alcohol at sea, Carlsberg has created a bar that symbolizes the last lap at the bottom of the ocean. Because that's where anyone who drives a boat under the influence of alcohol risks ending up. 

– As a leading brewery and distributor of alcoholic beverages, we have a responsibility for how our drinks are consumed. Our ambition with the underwater bar is that it will become an important reminder to abstain from alcohol at sea, and instead choose an alcohol-free alternative, says Henric Byström, Head of Communications at Carlsberg Sweden.

Underwater bar in Smögen 

The full-size bar measures 3.5 meters wide and 2.5 meters high and comes complete with a bar counter, bar stools, neon signs, beer fridge and taps. During the week, holidaymakers on the west coast will have the opportunity to view the underwater bar, which has been lowered outside the sea tavern Göstas fisk and Smögens fish auction. On Friday, July 1, the bar will be open to the public. Smögen Dyk & Upplevelse will also be present and dive down for a round of non-alcoholic beers on the seabed.

According to the press release