Danish consumers have begun to shun US brands in response to Donald Trump’s move to seize Greenland. Sales of Coca-Cola are falling – while domestic alternatives like Jolly Cola are surging.
As a result of Trump’s tough foreign policy, where he has expressed that he wants to seize the Danish territory Greenland, Danish consumers have started boycotting American goods. In particular, consumers have chosen to stop buying the American soft drink Cola-Cola, which has now become noticeable in sales.
Carlsberg, which manages the Danish sales of Coca-Cola, says that sales are “slightly down” in the country.
– There is a level of consumer boycott around the US brands, and it’s the only market where we’re seeing that to a large extent, chief executive Jacob Aarup-Andersen told Financial Times.
Meanwhile, local Danish brands like Jolly Cola are instead soaring, with grocery chain Rema, among others, saying sales of the brand had increased 13-fold in March compared to the same month last year.
“Feel disrespected”
US Vice President JD Vance has accused Denmark of not being a “good ally” for not accepting the idea of the US taking control of Greenland. This is despite Danish forces fighting alongside US troops in Afghanistan and elsewhere.
– The Danes are angry. They remember those Danish soldiers’ bodies coming home, and now they feel disrespected. You can see why calls for a boycott are popular, a Danish official told the Financial Times last month.
Several consumers in Mexico have also chosen to boycott the brand, with volumes reportedly down 5.4% in the country in the last quarter.