Danish consumers turn to Jolly Cola amid growing boycott of American brands
The Danish soft drink Jolly Cola is enjoying an extraordinary resurgence, as sales have skyrocketed in recent weeks. At supermarket chain Rema 1000 alone, sales of the soda in March were 13 times higher than in the same period last year.
“It’s completely crazy. I’ve never seen anything like it,” said Jonas Schrøder, head of communications at Rema 1000, in a statement on social media. Other retailers, including Coop and Fleggaard, have also reported significant spikes in demand.
Anti-American sentiment fuels Danish brand preference
The surge in popularity appears to be driven by a growing Danish boycott of American goods, particularly in response to the recent return of Donald Trump to the USA. presidency. Consumers are increasingly choosing local or European alternatives over iconic American brands like Coca-Cola and Pepsi.
“We have never experienced anything like this,” confirmed Thomas Lindegaard, senior brand manager at Bryggeriet Vestfyen, the brewery responsible for producing Jolly Cola.
“It’s gotten completely out of hand. We’ve received hundreds of inquiries in recent weeks, especially from independent retailers.”
Jolly Cola: a nostalgic Danish classic
Jolly Cola has a long-standing history in Denmark. First launched in 1959, it was intended as a Danish answer to American colas, carrying the memorable slogan: Sig Jolly til din cola! (“Say Jolly to your cola!”). Although its popularity waned over the decades, the recent resurgence has caught even the producers by surprise.
According to Lindegaard, the brewery has been overwhelmed by the spike in demand. Jolly Cola is not part of the permanent assortment in many stores, and the sudden interest has made it difficult to keep up with restocking. Bryggeriet Vestfyen is now scrambling to ramp up production, sourcing more bottles and raw ingredients to meet consumer needs.
Jolly Cola sugar-free sales up 311% at Fleggaard
The demand is not limited to the classic version. At cross-border retailer Fleggaard, sales of Jolly Cola Sugar-Free rose by 311% compared to the same week last year. Salling Group, another major player in Danish retail, reported a doubling of Jolly Cola sales earlier in March.
European labeling and boycott movements gaining traction
This trend fits into a broader pattern seen across Denmark. As previously reported by NordiskPost, both consumers and companies are making deliberate moves away from American imports. Salling Group, for instance, has implemented a star-rating system for identifying European-made goods. Meanwhile, a Facebook group dedicated to boycotting American products continues to grow in membership.
Whether the spike in Jolly Cola sales will lead to long-term gains or is simply a short-term expression of political frustration remains to be seen. For now, though, Danish fridges are stocking up on a homegrown alternative, and “saying Jolly” is back in fashion.
