Hygge and beer: Danish alcohol culture puts responsibility on the individual

– Beer plays a central role in the cultural narrative of Denmark. The meaning of Danishness – “Danskhed” revolves around cosiness. Danish ‘hygge’ signifies being together with friends, and in many cases, drinking a beer.

Torsten Kolind, Professor at the Centre for Alcohol and Drug Research at Aarhus University in Denmark, says that beer companies and the Brewers Association have been effective in communicating the connection between hygge and beer, typically through subtle messages in advertisements that emphasise togetherness in a cosy setting.

– Arguing for stricter regulations regarding alcohol is not something that wins political elections in Denmark, Torsten Kolind explains.

A balancing act in policy making

From 1 April 2025, 16 and 17-year-olds in Denmark will no longer be permitted to buy drinks with an alcohol content exceeding 6 per cent. The recent age limit update was a political compromise.

– The government initially aimed to raise the age limit to 18 years for all alcohol products. However, Danish policy on alcohol is very pragmatic, and the government also openly considers the needs of the Danish Brewers’ Association, along with the health concerns raised by the Danish Health Authority.

Torsten Kolind states that the limit of 6 per cent was chosen deliberately, as most beers contain less than that.

– One of the main arguments against stricter age limits presented by the beer associations is that young people need to learn to drink beer responsibly.

No sober curious youth celebrating dry January

Nevertheless, Torsten Kolind says there are signs that Danish alcohol culture is changing. Refraining from drinking is nowadays more socially acceptable, and one does not need to give an excuse. However, the Danish alcohol consumption per capita is still the highest among the Nordic countries.

– If we examine the general patterns, statistics indicate that there has been a decrease in young people’s drinking, aged 15 to 17, over the last 20 years, similar to trends in other countries. However, the decline in Denmark has not been as significant as in Finland, Norway, and Sweden, and in recent years, drinking among young people in Denmark has increased slightly.

Larger cultural shifts common elsewhere are not observed in Denmark to the same extent. Torsten Kolind states that the sober curious trend, which originated among young people in the USA, has not significantly gained a foothold in Denmark. Nor are other narratives promoting abstinence widespread.

–  Dry January, for instance, is prevalent in many other countries, but has not really gained a foothold in Denmark.

Arguments playing on individualism are more effective than pointing out health risks

Professor Torsten Kolind states that even before the recent tightening of Danish age limits, there had been small steps towards a slightly stricter alcohol policy.

The Danish Cancer Society, among others, has long been advocating for an 18-year age limit on all alcohol, but without success. Recently, the Danish Medical Association has gained significant visibility in the media by arguing for the same measure.

– They shifted the discussion from a purely health-related argument to also emphasising that individual productivity suffers when one drinks excessively. The argument that you won’t be able to do all the things you want to do if you drink too much seems to resonate more strongly.

Carlsberg launches a new campaign

Coinciding with the tightening of age limits, the Danish beer giant Carlsberg has launched a new campaign primarily aimed at young people, featuring the slogan ‘Drink with respect.’ The campaign focuses on responsible drinking and also promotes alcohol-free alternatives.

– I can’t speak for Carlsberg, but my personal opinion is that they feel they have accomplished a lot by lobbying for the 16-year limit, and do not want to push their luck further. I believe they felt the need to emphasise that young people’s drinking is not about excess, but rather about having a good time and learning the Danish drinking culture. There may be a decline in sales, but this will probably be a better alternative in the long term.

Kolind considers the campaign professionally made and says it has real potential to reach the target.

– Most people will agree with the message of responsible drinking. And in the end, it is also a rather nice commercial for what lies at the heart of it – Tuborg beer.

Alcohol-free products may not be as innocent as they appear

Alcohol-free alternatives may appear harmless, but Torsten Kolind says they also serve to advertise for their alcohol-containing counterparts.

– It is well known within alcohol research that advertising for alcohol-free products also serves as a means to promote the original product. You can reach a broader audience, as you can advertise in many places where you couldn’t otherwise. Furthermore, the advertisement can still be utilised as a way to connect certain attitudes towards the original product.

When an alcohol producer advises the customer to drink responsibly, it is neither entirely from goodwill, Torsten Kolind adds. It is also a means of shifting the responsibility from the producer to the consumer.

– “Please drink responsibly” is a cheap trick by the alcohol producers. It states that the product is not considered harmful if you drink responsibly. If you encounter problems, it is because you have not followed the advice, and the problem is you, not the alcohol producer. It individualises alcohol problems.

Personal responsibility fits the Danish cultural narrative

Torsten Kolind states that this line of thinking aligns well with the broader Danish alcohol culture.

– Drinking is not seen as problematic, as long as one drinks responsibly and maintains a feeling of ‘Hygge’. However, if someone encounters problems, it is seen as the individual’s fault, since the individual did not follow the cultural norms.

This might at least partly explain the comparatively liberal regulations on alcohol in Denmark.

– The need to regulate is not very pronounced in a culture that places a lot of the responsibility on the individual.