Swedes have been buying cheap alcohol in Denmark, Germany and Poland for decades. Yet, swedes would never admit to buying cheap booze as the main reason for them to travel there. It’s unsophisticated. Maybe even embarrassing.

So we lie to ourselves. We make up reasons to travel and persuade ourselves we do it for a noble reason, when all we really want is to get our hands on some ridiculously cheep beer. Being Swedish is complicated.