Dane consumers are boycotting Coca-Cola in response to US foreign policy, according to Carlsberg, which burst the American brand in the country.
Carlsberg CEO Jacob Aarup-Andersen said Coca-Cola’s sales volumes have fallen in Denmark, the company where the company observes this large-scale phenomenon.
The boycott reflects the dissatisfaction of the Danes with the threats of President Donald Trump to attach the territory of Greenland, possibly by force, and with the criticism of his administration to Copenhagen.
The tension between the two countries increased after the US Vice President Jd Vance accuses Denmark of not being “a good ally,” despite the participation of Danish forces alongside the US in conflicts such as Afghanistan, where they suffered proportional losses to those of Americans.
A Danish authority declared to Financial Times That citizens are outraged, remembering the Danish soldiers who have returned in coffins and are now disrespected. This feeling has driven the boycott of American products, including soda.
Carlsberg said local brands such as Jolly Cola are gaining space in the Danish market due to boycott. The Rema supermarket chain reported a 13 -time increase in Jolly Cola sales in March compared to the same period last year.
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Despite this, Aarup-Andersen has minimized the overall impact on sales, stating that the company respects consumer decisions and does not support or oppose the boycott. He pointed out that Coca-Cola and Pepsi are produced by Danish workers in local factories, being somewhat also Danish brands.
The Danish boycott reflects a global rejection trend to American products in response to controversial external policies.
In Muslim majority countries, for example, Coca-Cola sales fell after the conflict between Israel and Hamas in Gaza. In Canada, consumers also boycotted US products after Trump threats to attach the country and impose tariffs.
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Carlsberg released financial results on Tuesday, registering a 2.3% drop in organic sales volumes in the first quarter, while global sales grew 17.4%, driven by the acquisition of Britvic, British beverage company.
Coca-Cola also reported a 2% drop in net revenue in the same period, attributing the impact on changes in global trade dynamics.
Despite the challenges, both companies expect the effects of commercial tensions to be managed throughout the year.
