Pisiffik and Brugseniwho for many years have competed for customers’ favor, will now be at the forefront of a major joint campaign.
It starts on Monday and will try to change the alcohol culture of consumers, especially young people. The campaign should make people think more before drinking another beer or glass of wine.
Pisiffik and Brugseniwho for many years have competed for customers’ favor, will now be at the forefront of a major joint campaign.
It starts on Monday and will try to change the alcohol culture of consumers, especially young people. The campaign should make people think more before drinking another beer or glass of wine.
This is the joint message from Pisiffik and Brugseni.
– The sale of alcohol is becoming less and less in Brugseni. Sales have fallen continuously over the past six years.
– Together with Pisiffik, we now want to initiate several initiatives to ensure that this development continues.
Drunkenness increases the risk of accidents
– With the campaign, Brugseni and Pisiffik want young people to drink less and warn against drug addiction, where young people drink to get drunk, says Brugseni’s managing director Allan Kristoffersen to Sermitsiaq.
The definition of binge drinking is when a person drinks five or more substances at one time. This creates a risk of accidents and violence and long-term damage to the body and liver.
With the campaign, Brugseni and Pisiffik will launch several joint initiatives and activities to reduce alcohol abuse and create a healthier alcohol culture in Greenland.
This is done through concrete measures in the shops, on social media, participation in the debate and a strengthened focus on normalizing more alcohol-free alternatives to alcohol.
In the stores, Pisiffik and Brugseni have already reduced their areas with alcohol. This happens because alcohol is collected in the self-service departments and kiosks.
This means that alcohol is to a lesser extent part of the general grocery environment, and that customers encounter alcohol-free alternatives to a greater extent in their daily purchases. It is part of the big story from the two grocery groups.
Theme week
In connection with week 18, i.e. next week, when in Greenland there is a theme week for alcohol culture, drinking patterns and the importance of creating a safe environment for children and young people, Brugseni and Pisiffik really focus on alcohol-free products.
– The alcohol-free week is an important occasion, but our work does not stop there. As grocery players, we meet people in their everyday lives. And that obliges us to take responsibility for how alcohol is presented and made available, says Brugseni director Allan Kristoffersen.
In the future, Pisiffiks and Brugseni’s stores will have a larger selection of alcohol-free products, increased visibility and activities that will make it easier and more inspiring to choose alcohol-free in everyday life.
Big drop in imports of alcohol
At the same time, both companies point to an important nuance in the debate about alcohol consumption. Although the total alcohol imports to Greenland increased in 2025, as was mentioned above, this does not mean that consumers’ alcohol consumption has increased accordingly.
– Import figures do not necessarily say anything about real consumption. Increasing imports can, among other things, be due to the build-up of stocks.
– You get the closest picture of consumption by looking at what is actually sold directly to customers, says Per Steen Larsen, CEO of Pisiffik.
Both Brugseni and Pisiffik report a large drop in the sale of alcohol last year. This follows a trend that has been in effect for several years.
– We are experiencing a significant drop in alcohol sales, and this is a development we have seen over time. This indicates that there is a change in consumer behavior and that more people are choosing differently, says Allan Kristoffersen.
Competitors with shared responsibility
The special feature of the campaign is that the competitors Brugseni and Pisiffik stand together to try to tackle a common social challenge.
Even as the grocery chains continue to sell alcohol, both companies want to play an active and responsible role in local communities, they say.
– We cannot consider ourselves neutral actors. Alcohol can negatively affect families, children and well-being, which is why we want to be part of the solution where we have the opportunity to make a difference.
– At the same time, we will invite more actors to enter into the partnership. There is a need for a long-term and strategic approach, where a wide circle of social actors is engaged, so that we can work together to change the alcohol culture and make it more normal to choose alcohol-free alternatives and communities, says Pisiffik director Per Steen Larsen.
Alcohol-free initiatives
In Greenland Week 18 has over the years helped to create a dialogue about alcohol habits. Both companies find that focusing on alternatives gives rise to reflection. Both with customers and employees.
– When more people become aware of alcohol-free alternatives, new conversations and new consumption patterns arise in a more responsible approach. It may seem like small steps, but for many it has great significance in everyday life, says Allan Kristoffersen.
Long-term effort
The efforts are intended to be long-term and will include, among other things, training of employees as well as information initiatives aimed at customers, so that the dialogue in the stores can become more qualified and respectful.
– It is not only about where alcohol and non-alcoholic products are placed on the shelves, but also about the meeting between employee and customer. That is why we work to strengthen the employees’ skills so that they are better prepared for the situations that arise in everyday life, says Pisiffik director Per Steen Larsen.
The goal is to make alcohol-free choices more visible and natural in stores – not as an opt-out, but as an equal alternative, he says.
With the joint initiatives, Brugseni and Pisiffik want to contribute to increased well-being and create more awareness of alcohol habits. Not just in week 18, but all year round.
