Questioning the ethicality of Christmas trees laced with alcohol

Advertising a Christmas tree constructed from alcohol bottles within a supermarket's food department is not explicitly outlawed currently. However, the legality of the advertisement raises ethical questions regarding the promotion of excessive drinking, especially in a food retail setting.

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2025 September 24 . 10:47 PM

2 min read

The ethics of using alcohol-themed Christmas trees questioned

Questioning the ethicality of Christmas trees laced with alcohol

In the heart of Riga, the capital city of Latvia, a unique Christmas tree has been unveiled at Stockmann, a popular department store. This tree, however, isn't your typical festive decoration. It's crafted from empty green bottles of whiskey, a choice that has stirred up a debate among locals.

Džena Andersone, a lawyer and writer, has expressed her concern over this deliberate degradation of festivities. She questions the appropriateness of such a Christmas tree, particularly in the presence of children, arguing that it sends a message inviting alcohol consumption.

Andersone's concerns are not unfounded. Latvia holds the unfortunate title of having the highest absolute consumption of alcohol among OECD countries, with 12.2 liters per inhabitant. The country is currently grappling with high alcohol consumption rates, making this issue a matter of national concern.

However, the Consumer Rights Protection Center does not see any violations in the whiskey bottle Christmas tree. Aivita Putniņa, an associate professor and socio-anthropologist at the University of Latvia, shares this view, but suggests that the issue is more an ethical one than a legal one. She believes it would have been more sensible to avoid alcohol-themed installations, especially in the presence of children.

Stockmann, in its defence, states that the drinks are distributed according to product advertising standards. Similar types of advertising activity are not unusual during the festive period, and such promotional shelves can be found in other retail places as well.

The Christmas tree was designed by a collaborator of the department store. Andersone believes that this decoration, intended to celebrate the holiday season, instead creates conflicting feelings, especially for children and people with alcohol problems. Empirical research supports this claim, showing that such exposure can indeed have negative effects.

Amidst this debate, it's important to note that several proposals to reduce alcohol consumption and its consequences are currently being tabled by the Ministry of Health and other ministries in Latvia. As the country navigates this complex issue, the whiskey bottle Christmas tree serves as a poignant reminder of the challenges that lie ahead.