Sweden has one of the world's longest coastlines, over 10,000 lakes, and every year about two million Swedes engage in sport fishing, making fishing a part of Swedish culture.

However, fishing can be dangerous. Since the turn of the millennium, 338 people have died in drowning accidents related to fishing in Sweden. Last year, the number of drownings in leisure boat and fishing-related accidents increased by 40 percent compared to 2022. Alcohol is a common factor in these accidents: Nearly one-third of those who drown have alcohol in their blood (data from the Swedish Lifesaving Society).

To create awareness for the dangers of alcohol when fishing, Carlsberg Sweden has, together with lure maker and fishing personality Claes “Svartzonker” Claesson, developed their own fishing lure. The unique lure represents a drunk person who has ended up at the bottom. It serves as a reminder to choose alcohol-free beverages on the water.