In a world where holiday celebrations are often synonymous with overindulgence, Sweden stands out with its unique approach to alcohol consumption. The Scandinavian nation has been quietly cultivating a culture of responsible drinking, thanks in part to its state alcohol monopoly, Systembolaget, and a growing trend of abstinence during the festive season.
The Rise of Vit Jul: Sweden’s “White Christmas” Tradition
Over the past 15 years, the concept of a “Vit Jul” or “White Christmas” – a month of sobriety in December – has been gaining popularity in Sweden. What began as a joint charity initiative between Sweden and Finland has now become a widespread personal choice among Swedes, with many opting to abstain from alcohol during the holiday season.
According to Jimmy Hemmingsson of Vega Bryggeri, a trendy microbrewery in Gothenburg, this shift towards responsible drinking is driven by a desire to prioritize family and safety. “Maybe I’m naive to say this, but I think a lot of people want to be responsible,” Hemmingsson says, noting that many Swedes travel to the countryside to visit relatives during Christmas, making sobriety a necessity.
Systembolaget: The Cornerstone of Swedish Alcohol Policy
Central to Sweden’s success in promoting responsible drinking is Systembolaget, the state-owned alcohol monopoly. With over 400 stores nationwide, Systembolaget is the only retailer allowed to sell alcoholic beverages containing more than 3.5% alcohol by volume.
The monopoly operates under strict rules designed to discourage excessive consumption. Stores have limited opening hours, with most branches closing at 7 pm on weekdays and remaining shut on Sundays. Alcohol cannot be promoted as more attractive than other products, and there are no discounts or advertising campaigns. The overall effect is a stark contrast to the alcohol-centric marketing found in many other countries.
“Swedes do poke fun at the ‘squareness’ of Systembolaget. But it has an amazing stock selection. It has 5,700 types of beer on its website and more than 25,000 products overall. You can’t get that in most supermarkets in other countries.”
– Nathan Brinker, Managing Director at Vega Bryggeri
Changing Attitudes and the Rise of Alcohol-Free Alternatives
The long-term impact of Sweden’s alcohol policy has been a shift in attitudes, particularly among younger generations. A report from the Central Association for Alcohol and Narcotics Information (CAN) revealed that more Swedes, especially those under 50, are choosing to go alcohol-free.
This trend has been accompanied by a growing market for alcohol-free beverages. Vega Bryggeri, for example, now dedicates 15% of its output to non-alcoholic beer, which is available in all Systembolaget stores. The brewery’s ethos, as Brinker explains, is to “actively not want people to get drunk” and instead focus on the craftsmanship and enjoyment of beer.
A National Consensus on Responsible Drinking
Despite the restrictions imposed by Systembolaget, public support for the monopoly remains high. A 2020 study found that around 80% of Swedes favor the current system, viewing it as a necessary measure to address alcohol-related harm.
This consensus cuts across political lines, with both left and right-wing voters recognizing alcohol as a societal problem that requires a collective solution. As Hemmingsson puts it, “The reason the monopoly exists is that, traditionally, Swedish drinking culture is about getting shitfaced. It’s like the Post Office.”
Lessons from Sweden’s Sober Revolution
As the world grapples with the challenges of alcohol misuse, Sweden’s approach offers valuable insights. By prioritizing public health over individual freedoms, the country has created a culture where responsible drinking is the norm, not the exception.
While the Swedish model may not be directly transferable to other nations, its success in promoting sobriety and reducing alcohol-related harm is undeniable. As we look to the future, Sweden’s quiet revolution in responsible drinking serves as an inspiring example of what can be achieved when society comes together to address a common challenge.
So, as the holiday season approaches and the temptation to indulge looms large, perhaps it’s time to take a page from Sweden’s playbook. Embrace the spirit of Vit Jul, prioritize your well-being and that of your loved ones, and raise a glass – of non-alcoholic champagne, of course – to a happier, healthier, and more mindful way of celebrating.
