How smooth is that?

An interesting PSA against alcohol abuse by Sweden’s alcohol regulation and distribution agency that contrasts the way hard liquor is marketed versus the way it is often consumed.

As a non-Swede, I was surprised to see whisky (presumably imported Scotch?) as the drink of choice, rather than domestic vodka. Is that some kind of political thing? I’m hoping one of our Swedish readers can provide some context.

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Regarding Scotch vs Domestic Vodka:
1) Swedes don’t really drink that much vodka in bars. Russian do, however.
2) Since the local alcohol marketing regulations are _very_ strict, the domestic brands (of which Absolut is the only one which is widely recognized) have never done any TVCs (in Sweden). Hence: no (easy) way to build a relationship between a commercial for a made up brand and the audience; there is no typical tonality which will set the right mode.

Scotch, however, has so many usable parameters which to create a story around. The accent, the setting; the cosy warmth of the bar, the people; how they dress etc etc. It’s easy to understand where the story takes place and easy for the mind to be set in the right mood. There’s a certain classiness of consuming Scotch; drinking just for the pleasure of it. Adult drinking. Enjoyment. Which is truly hard to say about Vodka consumption.

As for Vodka commercials – there are no parameters like that (or at least it’s very very hard to find those which can be applied to any brand – made up or not).

And, to be honest, are there any better spirit commercials to make fun of than those for Scotch?

My native Swedish perspective :)

(Big fan of Osocio! Thanks!)

Thank you, Mårten! That was very helpful.