Sweden has fostered a culture of responsible drinking through its state alcohol monopoly, strict regulations, and increasing abstinence. This is evident in the growing popularity of 'white months' where people abstain from alcohol during December or January.
For decades, Swedish authorities have encouraged responsible drinking , and with a state alcohol monopoly, strict rules, and growing abstinence, they seem to be succeeding. Christmas is synonymous with overindulgence, especially of alcohol. Historically, alcohol was regarded as a way to warm up. Alcohol consumption traditionally increases in December in Europe, and people say they intend to drink more at Christmas than at other times of the year.
In Sweden, however, an increasing number of people are choosing to take a “white month” in December or January. This trend originated as a twin project between Sweden and Finland, inspired by campaigns like Sober October or Dry January. Jimmy Hemmingsson of Vega Bryggeri, one of Gothenburg’s trendy new microbreweries, says: “Maybe I’m naive to say this, but I think a lot of people want to be responsible. And family will come before drink at Christmas.” He adds that many Swedish families have long drives to visit relatives over the festive period, making drink-driving a real taboo. This trend stems from a decades-long project to seed the idea of responsible drinking into the Swedish population, primarily through Systembolaget, the state alcohol monopoly. The presence of Systembolaget suggests that sensible drinking habits are for life, not just for Christmas. The monopoly is invisible to outsiders at first glance. If you are drinking in restaurants or bars as a tourist, it would not be obvious that the retail sale of alcohol is strictly controlled. The penny dropped for me earlier this year when I stayed in an apartment in Gothenburg with a large fridge. I visited a gigantic supermarket to buy a bottle of gin, but despite circling the aisles multiple times, none was to be found. I decided to get some wine instead. But there was no wine either
Responsible Drinking Alcohol Consumption Sweden Systembolaget Cultural Trends
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