Peanut butter and jelly. Hot dogs and buns. Beer and fishing. If you thought these were all things that go well together, Carlsberg would like to kindly explain that you are wrong.

　　Yes, you read that right. The Carlsberg beer company today launched a safety campaign asking you not to drink and fish. And my world just imploded. Did a beer company really just call out the biggest elephant on the fishing boat?

　　Before we get into this much more, I need to jump back about 10 steps and share the back story.

　　I was scanning my email this morning when I came across a note from GearJunkies founder Stephen Regenold. His note was short and simply said, Very odd The subject certainly was: Carlsberg Launches Fishing Lure to Prevent Alcohol-Related Drownings, it said.

　　Wait, I thought. Carlsberg? The massive beer company that owns 140 brands doesnt want me to drink and fish?

　　What?

　　WHAT?

　　I did a double-take. I did a triple-take. Checked my eyes, blinked, and read on.

　　I wanted to share a news tip about a special fishing gear — as part of an effort from Carlsberg to warn against the dangers of drinking alcohol while fishing, read the press release.

　　OK, Ill concede that alcohol can be dangerous. Thats fair. And Carlsberg goes on to point out some interesting statistics. Ill drop the press release verbatim below.

　　Drowning is the third leading cause of unintentional injury death worldwide, according to the World Health Organization (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 worlds longest coastlines, over 10,000 lakes, and nearly 20% 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% of Swedes are open to drinking alcohol while fishing, and 20% have done so. The attitude among men is particularly concerning, with a majority (55%) open to drinking while fishing, and 31% having already done so.

　　— Carlsberg Beer Press Release Is it just me, or are these numbers not even a little bit shocking? If anything, they seem low.

　　The idea that fish can be caught sober is one I hadnt ever considered until now, said GearJunkie hunting and fishing editor Rachelle Schrute.

　　Enter the Drunken Bait Fishing Lure It would be easy to dismiss this as a head-scratching PSA, but Carlsberg didnt stop there. No, it went for the whole hog on this one. I could not have made this up if I tried:

　　Meet the DrunkenBait — a drunken fisherman as a fishing lure, as the brand puts it.

　　Before you read on, no, it is not April 1. From everything I can ascertain, this is not a joke.

　　Carlsberg Sweden actually teamed up with internationally renowned lure builder Claes Svartzonker Claesson to create the DrunkenBait, according to the press release.

　　The 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, notes Carlsberg.

　　It has realistic drunken movement in the water thanks to the jointed waist. Meant for pike but certainly capable of catching everything from bass to barracuda, each lure is hand-painted and individually weighted by Svartzonker himself.

　　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, saidClaesson.

　　DrunkenBaits have been distributed to selected resellers, such as Sportfish Tackle. A few of the exclusive lures will be raffled off on Carlsberg Sweden and Svartzonker’s social media. The proceeds will be donated to fish conservation and the Swedish Red Crosss water projects around the world. With a €500 price tag, it certainly meant more to make a statement than anything else.

　　“As one of Swedens leading breweries, we must advocate for and contribute to responsible consumption. We have a passion for beer, not alcohol, and the risks associated with alcohol are particularly high when fishing. We are now launching an initiative together with the fishing community to encourage and remind people to choose alcohol-free alternatives on their fishing trips, saysCasper Danielsson, Corporate Affairs Director at Carlsberg Sweden.

　　Carlsbergs Healthy, Unexpected Message So, there you have it. One of the worlds largest beer companies just said not to drink and fish. I cannot help but feel like this guy from Star Wars.

　　But hey, Carlsberg seems quite earnest in its message. And in a time where more and more people are reconsidering their relationship with alcohol, its a very relevant, if unexpected, conversation.

　　So, if youre one of the many anglers who see drinking and fishing as intrinsically intertwined, its possibly time to consider the idea that, maybe, a fish could be caught sober.

　　And if not, at least wear a life jacket. Because regardless of how folks feel about alcohol and fishing, we all know booze makes people do stupid things. Nobody wants to end up as Drunken Bait.

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