Norway's state alcohol retailer Vinmonopolet faces strong criticism for selling a Christmas advent calendar containing 24 miniature bottles of aquavit. The calendar has sparked debate about responsible alcohol marketing during the holiday season.
The temperance organization Av-og-til argues this product sends the wrong message in a country where alcohol consumption remains high. Secretary General Ragnhild Kaski stated that counting down to Christmas with daily spirits represents a poor idea. December already contains numerous drinking opportunities for Norwegians.
Recent statistics show Norwegians over 15 consumed 6.16 liters of pure alcohol per person last year. This marks a 17 percent decrease from the record year when consumption reached 7.44 liters. These figures exclude cross-border alcohol purchases.
Public reactions in Bodø show mixed feelings about the aquavit calendar. One resident called the concept intense but appreciated the thought behind it. Another said they would save the bottles for parties rather than daily drinking. A third admitted they would be delighted to receive such a gift but would reserve consumption for Christmas Eve and New Year's Eve.
The Christian Democratic Party's health policy spokesperson Ida Lindtveit Røse joined the criticism. She described the calendar as completely tone-deaf for actively encouraging daily spirit drinking before Christmas. Røse suggested Vinmonopolet should scrap the product entirely. She questioned what message this sends to children during what should be a family-focused holiday.
Kaski expressed particular concern for children who already witness their parents finding too many reasons to drink more in December. She called for ethical choices from both the monopoly and distributors regarding such products.
Norway's Directorate of Health does not recommend selling alcohol advent calendars but acknowledges they remain legal with proper packaging. Department Director Øyvind Giæver emphasized that every glass of alcohol people avoid contributes to better public health.
The legal distinction revolves around gift wrapping regulations. While gift packaging alcohol constitutes illegal "tilgift" or bonus offers, a calendar containing 24 small bottles doesn't automatically violate advertising prohibitions. Each case requires individual assessment based on packaging and marketing.
Vinmonopolet defended its position by noting it cannot refuse legal products. Communications advisor Kristine Sanne explained the calendar underwent review but insufficient grounds existed to exclude it. She emphasized the product has limited sales and receives no promotional placement in stores.
The aquavit calendar belongs to Vinmonopolet's special order selection where all wholesalers with agreements can register products. Sanne acknowledged that while Vinmonopolet aims to limit alcohol consumption and its harmful effects, such calendars don't represent products they actively seek.
This controversy highlights Norway's ongoing balancing act between alcohol regulation and commercial availability. The country maintains strict alcohol policies through its state monopoly system while facing changing consumer expectations and marketing approaches. The debate reflects broader questions about responsible retailing during holidays known for increased drinking.
Vinmonopolet maintains it takes its responsibility seriously by closing on Christmas Eve and providing balanced advice about alcohol pairing with holiday meals. The organization faces ongoing pressure to reconcile its dual role as both alcohol retailer and public health partner.