Carlsberg Bar Emerges Under The Sea, Greeting Patrons With Fins & Without

Deep below the surface of the sea in Smögen, Sweden, resides a bar opened by Carlsberg. For once, the beermaker is denouncing land to serve customers, but not without its purpose.

The Don’t Drink and Boat bar is, as its name suggests, designed to prevent alcohol consumption while people are out boating.

The underwater bar is located off the main pier in Smögen, welcoming visitors to pop in for a drink of non-alcoholic beer under the supervision of a local diving guide throughout July. 

The nautical space ranges from 11 feet in width to eight feet in height. It has a bright red neon sign with its name above the bar, with stools anchored to the seabed. A menu, bar fridge, and beer taps would make anyone think it was just a regular bar, save for regulars consisting of the local marine life.   

Boating accidents and drownings due to alcohol have been on the rise in Sweden. Carlsberg cites a study from the Swedish Transportation Agency which attributes a rising case of boating accidents to drinking. The installation promotes non-alcoholic beer which, also according to Carlsberg, has been prospering in the market with over 20 million liters being consumed in Sweden on average each year due to the alcohol-based health concerns.

Communications manager at Carlsberg Sweden, Henric Byström, states that as a major brewery and supplier of beer, the company has a responsibility when it comes to its customers, and so came the concept of the bar: a physical manifestation of what drinking out on the water could lead to.   

[via The Stable and Whiskey Raiders, images via Carlsberg]