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Alcoholism in Norwegian? "It's tasting, not consumption"
Such a product may encourage regular drinking throughout December. Fot. Adobe Stock, licencja standardowa (zdjęcie poglądowe)
Vinmonopolet has found itself at the center of discussion after an advent calendar with 24 bottles of aquavit (a Scandinavian high-proof caraway spirit) appeared for sale. The product has raised concerns among organizations focused on alcohol prevention. The calendar does not violate regulations on alcohol advertising bans, which is why it was added to the offer.
The organization Av-og-til emphasizes that an advent calendar with alcohol sends the wrong message at a time when alcohol consumption in Norway is already high. Secretary General Ragnhild Kaski states that counting down to Christmas with strong spirits every day is a bad idea. According to her, December is already full of drinking occasions, which can exacerbate problems in families, especially where children are already struggling with the consequences of adults' alcohol abuse.
Statistics confirm these difficulties: in 2024, 6.16 liters of pure alcohol per person over the age of 15 were sold, which, despite a 17 percent decrease since 2021, still remains significant. Cross-border purchases are not included in these figures.
Statistics confirm these difficulties: in 2024, 6.16 liters of pure alcohol per person over the age of 15 were sold, which, despite a 17 percent decrease since 2021, still remains significant. Cross-border purchases are not included in these figures.
Residents' voices and politicians' stance
In Bodø, residents approach the product with caution, though they don't necessarily reject it. Many declare that they definitely wouldn't drink every day, and would treat the bottles as a holiday supply or an opportunity to share with others.
Similar concerns are raised by Christian Democrat deputy chair Ida Lindtveit Røse, who considers the initiative disconnected from children's needs during the holiday season. In her view, Vinmonopolet should not offer a product that could be seen as encouraging daily drinking. Meanwhile, the Norwegian Health Authority does not recommend the sale of alcoholic calendars, although it admits they are legal if appropriately packaged.
Similar concerns are raised by Christian Democrat deputy chair Ida Lindtveit Røse, who considers the initiative disconnected from children's needs during the holiday season. In her view, Vinmonopolet should not offer a product that could be seen as encouraging daily drinking. Meanwhile, the Norwegian Health Authority does not recommend the sale of alcoholic calendars, although it admits they are legal if appropriately packaged.
Statistics show that in 2024, alcohol consumption in Norway amounted to 6.16 liters of pure alcohol per person.Photo: Adobe Stock, standard license
Producer's arguments and the significance of miniature bottles
Representatives of the Norwegian Alcohol Distillery, the creators of the calendar, present a different position. Master blender Jon Bertelsen sees it as a way to showcase the diversity of Norwegian aquavit production. According to the producer, miniatures allow for safer tasting of spirits than buying full bottles.
Board chairman Odd Nelvik points out that the total volume of the calendar is only half a liter of alcohol for about 800 NOK, which he compares to much cheaper and larger bottles of vodka available in stores. The product has been on the market for years and enjoys consumer interest. He also emphasizes that it is intended for tasting, not for consumption.
Board chairman Odd Nelvik points out that the total volume of the calendar is only half a liter of alcohol for about 800 NOK, which he compares to much cheaper and larger bottles of vodka available in stores. The product has been on the market for years and enjoys consumer interest. He also emphasizes that it is intended for tasting, not for consumption.
Vinmonopolet's response and the calendar's place in the offer
Vinmonopolet emphasizes that it could not refuse to include the calendar in its order catalog, as it meets legal requirements. Spokesperson Kristine Sanne admits, however, that this is not a product Vinmonopolet actively seeks.
The calendar is available in limited quantities and is not placed in promotional displays. Sanne reminds that Vinmonopolet's role is to limit alcohol consumption, including during the holiday season. The institution maintains a strategy of discreet communication and highlights the importance of balanced consumer choices.
The calendar is available in limited quantities and is not placed in promotional displays. Sanne reminds that Vinmonopolet's role is to limit alcohol consumption, including during the holiday season. The institution maintains a strategy of discreet communication and highlights the importance of balanced consumer choices.
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