For decades, the authorities in Sweden have encouraged people to drink responsibly – and with a state alcohol monopoly, strict rules and growing abstinence, they seem to be succeeding
Christmas is synonymous with overindulgence, especially of drink. Sometimes the weather is an excuse: historically, alcohol was regarded as a way to warm up. Alcohol consumption traditionally increases in December in Europe and the US. Almost two-thirds of Britons say they intend to drink more at Christmas than they do at other times of the year, for example. In Sweden, however, Vit Jul (“White Christmas”) means “dry December”, a month when you don’t drink at all.
Over the past 15 years, the concept of a Vit Monat (White Month) – and Vit Jul in particular – has grown in popularity in Sweden. Originally a charity idea like Sober October or Dry January, it originated as a twin project between Sweden and Finland. Now, anecdotally, more Swedes are choosing to take a “white month” in December or January. Jimmy Hemmingsson of Vega Bryggeri, one of Gothenburg’s trendy new microbreweries, says: “Maybe I’m naive to say this, but I think a lot of people want to be responsible. And family will come before drink at Christmas.” Not least, he adds, because a lot of Swedish families have long drives to visit relatives over the festive period. “We go to the country at Christmas, so that means no drinking. There is a real taboo against drink-driving.”
