The popular student bar chain Shotluckan has been convicted in Stockholm District Court for violating Sweden's alcohol marketing laws, according to court documents. The conviction stems from three advertising videos that the bar chain published on its website, which authorities deemed violated regulations on alcohol promotion.
The Patent and Market Court has prohibited Shotluckan from marketing alcoholic beverages through the specific advertisements used on the company's website. According to reports, if Shotluckan violates this prohibition, the company could face a fine of 500,000 kronor. Additionally, the company has been ordered to pay 65,000 kronor in legal costs to the Consumer Ombudsman's office, which filed the complaint against the advertisements.
Life is too short to sip drinks!
One of the controversial videos reportedly showed a festive bar environment where younger guests were served beer, sparkling drinks, and shots. Another video depicted a couple on a sandy beach where a person was drowning in the water, but instead of attempting a rescue, the couple drank shots and toasted. The videos included text stating "Life is too short to sip drinks!"
Shotluckan, which operates in major student cities across Sweden, stated that they respect the court's decision and have already changed their communication strategy. The company's CEO, Niklas Stach, warned in a press release that the ruling could have broader implications for the entire industry, stating that if restaurants and bars cannot show the atmosphere in their premises, the consequences would extend beyond just their company. Shotluckan has not yet decided whether to appeal the ruling.
they respect the court's decision and have already changed their communication strategy
the ruling could have broader implications for the entire industry, stating that if restaurants and bars cannot show the atmosphere in their premises, the consequences would extend beyond just their company