Carlsberg Helps Struggling Pubs by Auctioning 800 Customized Glasses for Regulars

Devoted pub goers in Sweden can bid to have their names etched and displayed

If you love your local pub (and you live in Sweden) you can buy your very own personalized beer glass. Carlsberg
Headshot of Sara Spary

Sweden is one of the few countries in the world that chose not to implement a full lockdown in response to Covid-19. Instead, it kept most businesses open pretty much as usual, save for asking people to observe social distancing.

But despite that relatively lax approach, the country’s pubs, restaurants and bars have nonetheless struggled as a result of serving fewer customers.

To help those businesses raise some much needed cash, Carlsberg Sweden has given away limited edition glasses to 800 restaurants, bars and pubs across the country, which will be sold on Sweden’s biggest auction site,, with bids taken until July 28.

The glasses will be etched with the names of the establishment and the winning bidder.

Denmark-based Carlsberg has pledged to match the total amount raised up to 1 million Swedish kronor (about $108,000) with all funds distributed evenly across the participating establishments. Based on that calculation, the amount individual establishments get might not exactly be huge, but Carlsberg said it wanted to remind customers their favorite haunts need help.

As part of the campaign, called “The Regular’s Glass,” a TV ad will run on major channels alongside print and social activity.

Agency: House of Radon
Creative director: David Dworsky
Account director: Cajsa Dahlberg
Senior designer: Andreas Knutsson
PR: Johanna Lindberg
Tech: Furkan Bayraktar, Annie Taylor Chen
Motion: Edin Agovic, Emil Zejnilagic, William Christiansson
Producer: Axel Kalmaru
Director: Marcus Lundin
DOP: Albin Sjödin
B-Photo: Simon Averin
Gaffer: Ian Johnson
Electrician: Niklas Harnebrandt
Grip: Kobie Kentkuran
Editor and grade: Petrus Lidbeck
Music and sound design: Carl Ă…borg PR-agency is BCW Stockholm.

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@saramayspary Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.