A growing number of young Danes are voicing concerns over the country’s entrenched drinking culture, calling for an environment where saying “no” to alcohol is socially acceptable. A recent study conducted by Ipsos for Tuborg, one of Denmark’s largest beer producers, reveals that four out of five Danes aged 18–25 desire a more respectful approach to alcohol consumption.
Young Danes want respect for individual choices
According to the survey, nearly 80% of young people feel there is a general expectation to drink during social events. This social pressure—referred to in Danish as drikkepres—has become a prevalent issue. Statistics from the Danish Health Authority (Sundhedsstyrelsen) show that 59% of Danes aged 15–25 have experienced peer pressure to consume alcohol.
Emilie Frandsen, a volunteer at youth organization Unge Ravne (part of the Natteravnene initiative), confirms the trend: “Almost all the young people we talk to have at some point felt pressured to drink more than they actually wanted.”
Tuborg’s campaign promotes moderation
In response, Tuborg launched a nationwide campaign titled “Drik med respekt” (“Drink with respect”) aimed at encouraging moderation and reducing binge drinking. Despite selling alcohol, the brewery insists it wants to promote responsible consumption. “It’s not about telling young people not to drink,” said Peter Haahr Nielsen, CEO of Carlsberg Denmark, which owns Tuborg. “It’s about drinking with respect—for oneself and for others.”
The campaign will use a humorous tone, highlighting the more than 800 Danish expressions for being drunk to spark reflection rather than moralism. Examples like “blive savet midt over” (getting sawed in half) and “drikke sig i hegnet” (drinking oneself into the fence) will be used to provoke laughs—and thought.
The binge-drinking paradox
While overall alcohol consumption among Danish youth has declined, binge drinking remains high. Defined as consuming more than five drinks in a night, this pattern is still widespread among young Danes, who rank among the heaviest binge drinkers in Europe.
By partnering with youth groups, nightlife venues, and music festivals, Tuborg aims to normalize alternatives like saying no or choosing non-alcoholic options. “It works best when friends talk openly about not pressuring each other,” Frandsen added.
Corporate responsibility or contradiction?
The involvement of a major brewery in a campaign to curb drinking might raise eyebrows. However, Nielsen defends Tuborg’s role: “We offer both alcoholic and non-alcoholic products, and they are part of social life. But we also believe we can take responsibility for improving the alcohol culture among youth.”
The “Drik med respekt” campaign is set to roll out across Denmark in 2025, marking a shift in how corporate actors and young people themselves are challenging longstanding drinking norms.
