A local grocery store in Denmark has introduced a 16-year age limit on energy drink sales after young children increasingly attempted to purchase caffeinated beverages. The decision comes as Denmark still lacks national legislation restricting energy drink sales to minors, despite growing concerns about consumption among children.
Local Store Takes Action Against Energy Drink Sales to Children
Brugsen Gl. Rye has become one of the few Danish stores to independently set an age restriction on energy drinks. Starting this week, customers must be at least 16 years old to purchase caffeinated beverages like Red Bull, Monster, Faxe Kondi Booster, and CULT.
The decision stems from staff increasingly encountering very young children coming in to buy these brightly colored drinks. For many young people, cracking open a fizzy energy drink has become a daily ritual, and store employees have noticed this trend growing stronger.
Cisse Vollund Kammersgaard, assistant manager at Brugsen Gl. Rye, explains that the store felt compelled to act. She notes that when children see something exciting or follow certain TikTok trends, they become inspired and tempted to try it. The store has experienced a rising number of children and young people seeking out energy drinks, which staff find concerning.
Young Employee’s Discomfort Sparks Policy Change
The final push for the new policy came from a specific incident. A couple of ten-year-old children entered the store wanting to buy energy drinks. A young employee came to management asking what he should do, feeling uncomfortable about the sale.
Kammersgaard told him he was technically allowed to sell the drinks since Denmark has no official age restriction. However, she encouraged him to inform the children about the consequences and that energy drinks are not recommended for kids.
The experience left the young worker with an uneasy feeling. Given that the store frequently encounters very young children attempting to purchase these beverages, management decided to implement the 16-year age limit.
Protecting Staff and Children
Kammersgaard emphasizes that the decision addresses multiple concerns. As a mother herself, she finds it troubling to sell products to children when health experts warn against it and when the cans themselves advise against consumption by children and pregnant women.
The policy also protects young employees. If a staff member sells an energy drink to a ten-year-old and the parents become upset, the worker might fear they will face consequences, even though parental responsibility ultimately lies with the family. By establishing a clear policy, the store removes this burden from individual employees.
While the assistant manager wishes lawmakers would establish a nationwide age restriction, she feels the store cannot wait for political action when Danish healthcare experts continue expressing concerns.
Denmark Lags Behind European Neighbors
Several European countries have already banned energy drink sales to children. Poland, Estonia, and Latvia all have restrictions in place. Meanwhile, Denmark continues to debate the issue without implementing national legislation.
The question of whether selling energy drinks to children is appropriate has appeared in Danish media multiple times. Despite growing awareness, no comprehensive legal framework has emerged.
Lidl Led the Way in 2018
Brugsen Gl. Rye is not the first Danish retailer to take independent action. Back in 2018, grocery chain Lidl became the first in Denmark to introduce a 16-year age limit on energy drink sales.
Thomas Sejersen, press chief for Lidl, states that energy drinks are not intended for children and therefore should not be sold to them. He notes that sales have risen steadily since the drinks were introduced 15 to 20 years ago, and consumption among children and young people remains worryingly high.
Lidl employees are instructed to ask for identification when they see children or young people placing energy drinks on the checkout conveyor. Interestingly, in May 2025, the chain adjusted its enforcement, scaling back some of its age verification procedures at checkout.
Growing Industry Support for Age Restrictions
Beyond individual stores, broader industry movement is building momentum. State Drinks recently became the first Danish producer to actively call on politicians to introduce a 16-year age limit for high-caffeine energy drinks. The company partnered with Lidl Danmark, which remains the only national grocery chain maintaining a voluntary 16-year restriction across all its stores since 2018.
This initiative comes as energy drink sales have tripled in Denmark over the past five years. Despite this dramatic growth, no national mandatory age limit exists. Producers are only required to include warnings on packaging stating that products should not be consumed by children or pregnant women.
Health Authorities Issue Clear Guidelines
The Danish Food Administration strongly advises against energy drinks for children under 15 years. For teenagers aged 15 to 17, the maximum recommended amount is one small can (25 cl) per day, and only if they consume no caffeine from cola, coffee, or tea. Due to sugar content, sugary drinks including energy drinks should be limited to no more than 0.5 liters per week.
Other major retailers have weighed in on the debate. Coop recommends a 16-year age limit and emphasizes the need for uniform rules across the industry. Meanwhile, the Danish Brewers Association, representing Royal Unibrew and Carlsberg, opposes such restrictions, arguing that insufficient data exists about children’s total caffeine intake from sources like iced coffee and chocolate.
What This Means for Consumers and Families
As more stores consider similar policies, parents and young consumers should expect varying rules depending on where they shop. Without national legislation, each retailer makes independent decisions about age restrictions.
For families living in or visiting Denmark, understanding these voluntary restrictions becomes important when planning shopping trips. Some stores may ask for identification when young customers attempt to purchase energy drinks, while others have no restrictions at all.
The patchwork approach creates inconsistency but demonstrates growing awareness of health concerns surrounding caffeine consumption in children. As European neighbors implement stricter regulations, pressure may eventually push Denmark toward comprehensive national legislation.
Until then, stores like Brugsen Gl. Rye are taking matters into their own hands, prioritizing child health and employee comfort over sales revenue from this popular product category.
Sources and References
The Danish Dream: Danish Healthcare Explained for Tourists & Expats
The Danish Dream: Health Insurance in Denmark for Foreigners
DR: Slut med energidrik til børn: Lokal Brugs indfører aldersgrænse
