A new campaign from Alkohol & Samfund and TrygFonden challenges a familiar part of Danish alcohol culture: the idea that people need a good excuse if they do not want to drink. According to their population survey, fewer than half of Danes, 45 percent, believe Denmark has a culture where it is accepted to say “no thanks” to alcohol in social settings. At the same time, one in four say they have drunk alcohol at social events because it was expected, not because they wanted to.

The campaign points to a social norm where choosing alcohol is often taken for granted, while not drinking can require an explanation. Many Danes describe situations where “I don’t feel like it” is not seen as enough, and where people instead feel expected to say they are driving, getting up early, taking medication, or being pregnant. The survey also shows that 21 percent often feel they need excuses for not drinking, while 35 percent often feel that others expect them to drink in social situations.

To highlight this, Alkohol & Samfund and TrygFonden have launched the campaign “Undskyldninger er der nok af, men et nej tak bør være nok” (There are enough excuses, but a no thanks should be enough). The campaign uses humour and absurdity to show how strange this expectation is. As part of the campaign, they have published a book with 100 ready-made absurd excuses and 17 blank pages where readers can add their own, underlining the point that 117 excuses should not be necessary.

The book includes lines such as “No alcohol for me, I’m going to techno-saunagus with my mother-in-law” and “No alcohol for me, somebody has to remember the evening.” Behind the humour is a serious message about inclusion, autonomy and everyday pressure. When alcohol becomes an expectation, some people may drink more than they want, feel left out if they choose not to drink, or avoid social events altogether. The campaign’s message is simple: a person should not need a dramatic, clever or funny explanation. “No thanks” should be enough.

Find more from Alkohol & Samfund (Denmark, April 2026)