Peanut butter and jelly. Scorching canines and buns. Beer and fishing. Should you thought these had been all issues that go properly collectively, Carlsberg wish to kindly clarify that you’re mistaken.
Sure, you learn that proper. The Carlsberg beer firm in the present day launched a security marketing campaign asking you to not drink and fish. And my world simply imploded. Did a beer firm actually simply name out the most important elephant on the fishing boat?
Earlier than we get into this rather more, I want to leap again about 10 steps and share the again story.
I used to be scanning my electronic mail this morning once I got here throughout a observe from GearJunkie’s founder Stephen Regenold. His observe was brief and easily mentioned, “Very odd…” The topic actually was: “Carlsberg Launches Fishing Lure to Stop Alcohol-Associated Drownings,” it mentioned.
Wait, I assumed. Carlsberg? The large beer firm that owns 140 manufacturers doesn’t need me to drink and fish?
What?
WHAT?
I did a double-take. I did a triple-take. Checked my eyes, blinked, and skim on.
“I wished to share a information tip about a particular fishing gear — as a part of an effort from Carlsberg to warn in opposition to the risks of consuming alcohol whereas fishing,” learn the press launch.
OK, I’ll concede that alcohol will be harmful. That’s honest. And Carlsberg goes on to level out some fascinating statistics. I’ll drop the press launch verbatim beneath.
Drowning is the third main explanation for unintentional harm dying worldwide, in keeping with the World Well being Group (WHO), and alcohol use is a typical threat issue, notably in deadly boating and fishing-related accidents. However the risks of blending alcohol with fishing aren’t totally acknowledged.
In Sweden, which boasts one of many world’s longest coastlines, over 10,000 lakes, and practically 20% of the inhabitants participating in sport fishing yearly, a brand new survey by Verian, commissioned by Carlsberg Sweden, reveals regarding attitudes in direction of alcohol consumption whereas fishing. The survey signifies that 41% of Swedes are open to consuming alcohol whereas fishing, and 20% have completed so. The angle amongst males is especially regarding, with a majority (55%) open to consuming whereas fishing, and 31% having already completed so.
— Carlsberg Beer Press Launch
Is it simply me, or are these numbers not even a little bit bit surprising? If something, they appear low.
“The concept fish will be caught sober is one I hadn’t ever thought-about till now,” mentioned GearJunkie searching and fishing editor Rachelle Schrute.
Enter the ‘Drunken Bait’ Fishing Lure
It will be simple to dismiss this as a head-scratching PSA, however Carlsberg didn’t cease there. No, it went for the entire hog on this one. I couldn’t have made this up if I attempted:
Meet the “DrunkenBait — a drunken fisherman as a fishing lure,” because the model places it.
Earlier than you learn on, no, it isn’t April 1. From all the pieces I can verify, this isn’t a joke.
Carlsberg Sweden truly teamed up with internationally famend lure builder Claes “Svartzonker” Claesson to create the DrunkenBait, in keeping with the press launch.
The lure resembles a drunk one who has ended up on the backside of the lake.
“It serves as a visible warning in opposition to the risks of drunk fishing and a reminder to anglers to decide on non-alcoholic drinks when on the water,” notes Carlsberg.
It has “lifelike drunken motion within the water” because of the jointed waist. Meant for pike however actually able to catching all the pieces from bass to barracuda, every lure is hand-painted and individually weighted by Svartzonker himself.
“Fishing and alcohol don’t combine properly. I hope the DrunkenBait can encourage extra anglers to decide on non-alcoholic choices whereas fishing. And who is aware of, perhaps somebody will catch a giant pike with it too,” mentioned Claesson.
DrunkenBaits have been distributed to chose resellers, similar to Sportfish Deal with. Just a few of the unique lures can be raffled off on Carlsberg Sweden and Svartzonker’s social media. The proceeds can be donated to fish conservation and the Swedish Purple Cross’s water initiatives world wide. With a €500 price ticket, it actually meant extra to make a press release than the rest.
“As considered one of Sweden’s main breweries, we should advocate for and contribute to accountable consumption. We now have a ardour for beer, not alcohol, and the dangers related to alcohol are notably excessive when fishing. We are actually launching an initiative along with the fishing group to encourage and remind individuals to decide on alcohol-free alternate options on their fishing journeys,” says Casper Danielsson, Company Affairs Director at Carlsberg Sweden.
Carlsberg’s Wholesome, Sudden Message
So, there you will have it. One of many world’s largest beer firms simply mentioned to not drink and fish. I can not assist however really feel like this man from Star Wars.
However hey, Carlsberg appears fairly earnest in its message. And in a time the place increasingly more individuals are reconsidering their relationship with alcohol, it’s a really related, if surprising, dialog.
So, if you happen to’re one of many many anglers who see consuming and fishing as intrinsically intertwined, it’s probably time to contemplate the concept, perhaps, a fish may very well be caught sober.
And if not, at the least put on a life jacket. As a result of no matter how people really feel about alcohol and fishing, everyone knows booze makes individuals do silly issues. No person needs to finish up as “Drunken Bait.”
