A new Swedish survey shows how strongly alcohol can become linked with summer, relaxation and social situations. Frequent drinkers were particularly likely to say that summer occasions feel emptier without alcohol, while many also saw the return to everyday routines as an opportunity for a reset.

Four in ten Danes have deliberately avoided alcohol for a period during the past year, while a growing proportion now describe an alcohol-free life as a conscious lifestyle choice.

A new Systembolaget survey shows that only 12 percent of Swedes see alcohol as important for Midsummer, while seven in ten still feel there is an expectation to drink.

A new survey shows that 42.1% of Danes chose to abstain from alcohol for a period during the past year, up from 34.6% in 2024. Health, better sleep and more energy were key reasons. Blue Cross Denmark sees this as a sign that more people are reflecting on their drinking habits, not necessarily quitting completely, but drinking more consciously. The organisation hopes this trend will support a healthier alcohol culture in Denmark.