Now, anecdotally, more Swedes are choosing to take a white month in December or January. The Vit Jul stems from a long-term project aimed at promoting responsible drinking habits.
Jimmy Hemmingsson of Vega Bryggeri notes that many people prioritize family over drinking during Christmas, especially due to long drives to visit relatives, reinforcing the taboo against drinking and driving.
In Sweden, the term Vit Jul, or White Christmas, represents a commitment to abstain from drinking during the holiday season, reflecting a growing cultural shift towards responsible consumption.
Systembolaget, the state alcohol monopoly in Sweden, plays a pivotal role in shaping public attitudes towards alcohol, emphasizing that responsible drinking is a lifelong commitment, not just seasonal.
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