Alcoholic drinks are part and parcel of the socialising experience in Sweden, just as much as almost everywhere else in the world. In the same way that food is enhanced by the perfect wine pairing, a tasty cocktail is best enjoyed with good company in a bar setting.

In a move that goes against conventional wisdom, comedian Mårten Andersson is now, launching a club that does not sell any alcoholic drinks at all, and where in fact you would be refused entry if you have been drinking.

The brains behind Sweden’s RAW comedy clubs, Mårten talks about his new club as a social experiment – how will people react when they are ‘forced’ into flirting, dancing and chatting to other people while sober? His firm belief is that we’ll get some interesting and extensive insight about ourselves.

The comic also points out that many people unfortunately associate happiness with alcohol. Sober will try to squash that notion, at the same time rectifying the distinct lack of good alcohol-free alternatives by serving meticulously prepared virgin cocktails at the bar.

“I want to inspire more people to come to the conclusion that partying sober can be just as much fun as doing it drunk. To have fun, dance and chat up someone while sober takes a bit of courage and curiosity about life,” says Mårten, who himself gave up drinking only six months ago.

“I still like to go out to bars and clubs but I don’t want to go home at midnight because everyone else is too drunk. With Sober I’m creating a space for everyone who feels the same way,” he continues.

Ticket sales for the monthly club are already, with a month to go to the opening night, ahead of expectations. It’s an interesting project,  especially considering the reputation of Swedes for being cold and reserved. Do Stockholmers feel a stronger need to drink when socialising than some other people? We’ll know by the end of September.

The opening night of Sober is Friday September 26, Södra Teatern