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Beer maker Carlsberg Sweden has teamed up with internationally renowned lure builder Claes ‘Svartzonker’ Claesson to highlight the risks of drunk fishing.

“DrunkenBait by Svartzonker” is a unique fishing lure designed to remind anglers to stay sober while on the water.

The unique lure resembles a drunk person who has ended up at the bottom of the lake. It serves as a visual warning against the dangers of drunk fishing and a reminder to anglers to choose non-alcoholic beverages when on the water.

DrunkenBait is a fully functional pike lure, jointed at the waist for realistic drunken movement in the water. The lure is available in an exclusive limited edition, each hand-painted and individually weighted by Svartzonker himself.

Claes explained: “Fishing and alcohol do not mix well. I hope the DrunkenBait can encourage more anglers to choose non-alcoholic options while fishing. And who knows, maybe someone will catch a big pike with it too.”

DrunkenBaits have been distributed to selected resellers with a few of the exclusive lures raffled off on Carlsberg Sweden and Svartzonker’s social media. The proceeds will be donated to fish conservation and the Swedish Red Cross's water projects around the world.    

Drowning is the third leading cause of unintentional injury death worldwide, according to the World Health Organisation (WHO), and alcohol use is a common risk factor, particularly in fatal boating and fishing-related accidents. But the dangers of mixing alcohol with fishing are not fully acknowledged. 

In Sweden, which boasts one of the world’s longest coastlines, over 10,000 lakes and nearly 20 per cent of the population engaging in sport fishing annually, a new survey by Verian, commissioned by Carlsberg Sweden, reveals concerning attitudes towards alcohol consumption while fishing.

The survey indicates that 41 per cent of Swedes are open to drinking alcohol while fishing and 20 per cent have done so. The attitude among men is particularly concerning, with a majority (55 per cent) open to drinking while fishing and 31 per cent having already done so.