Peanut butter and jelly. Scorching canines and buns. Beer and fishing. When 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 immediately 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 e-mail this morning after I got here throughout a observe from GearJunkie’s founder Stephen Regenold. His observe was quick and easily stated, “Very odd…” The topic actually was: “Carlsberg Launches Fishing Lure to Forestall Alcohol-Associated Drownings,” it stated.
Wait, I assumed. Carlsberg? The huge 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 browse on.
“I needed to share a information tip about a particular fishing gear — as a part of an effort from Carlsberg to warn towards the risks of ingesting alcohol whereas fishing,” learn the press launch.
OK, I’ll concede that alcohol will be harmful. That’s truthful. And Carlsberg goes on to level out some fascinating statistics. I’ll drop the press launch verbatim under.
Drowning is the third main reason behind unintentional damage dying worldwide, in accordance with the World Well being Group (WHO), and alcohol use is a standard threat issue, notably in deadly boating and fishing-related accidents. However the risks of blending alcohol with fishing usually are not absolutely acknowledged.
In Sweden, which boasts one of many world’s longest coastlines, over 10,000 lakes, and practically 20% of the inhabitants partaking 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 ingesting alcohol whereas fishing, and 20% have achieved so. The perspective amongst males is especially regarding, with a majority (55%) open to ingesting whereas fishing, and 31% having already achieved so.
— Carlsberg Beer Press Launch
Is it simply me, or are these numbers not even slightly bit surprising? If something, they appear low.
“The concept that fish will be caught sober is one I hadn’t ever thought of till now,” stated GearJunkie searching and fishing editor Rachelle Schrute.
Enter the ‘Drunken Bait’ Fishing Lure
It could be straightforward 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 every little thing 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 accordance 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 towards the risks of drunk fishing and a reminder to anglers to decide on non-alcoholic drinks when on the water,” notes Carlsberg.
It has “practical drunken motion within the water” because of the jointed waist. Meant for pike however actually able to catching every little thing 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,” stated Claesson.
DrunkenBaits have been distributed to chose resellers, akin to Sportfish Sort out. A number of of the unique lures might be raffled off on Carlsberg Sweden and Svartzonker’s social media. The proceeds might be donated to fish conservation and the Swedish Crimson Cross’s water initiatives world wide. With a €500 price ticket, it actually meant extra to make an announcement 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 options on their fishing journeys,” says Casper Danielsson, Company Affairs Director at Carlsberg Sweden.
Carlsberg’s Wholesome, Surprising Message
So, there you might have it. One of many world’s largest beer corporations simply stated to not drink and fish. I can’t 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 sudden, dialog.
So, if you happen to’re one of many many anglers who see ingesting and fishing as intrinsically intertwined, it’s presumably time to think about the concept that, perhaps, a fish might be caught sober.
And if not, at the very least put on a life jacket. As a result of no matter how of us really feel about alcohol and fishing, everyone knows booze makes individuals do silly issues. No one needs to finish up as “Drunken Bait.”