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The world’s first breathalyser-barbecue has been produced in Wales to stop boozy Swedes burning their meat – or worse.

Everyone enjoys a cold drink with a BBQ on a hot summer’s day but the Swedes are notorious for downing alcohol whilst grilling their meat.

More than a third of Swedish men, and a fifth of woman, say they always reach for a tipple when grilling.

But as well as charring the meat, BBQ-related fires in the country are relatively commonplace.

In a tongue-in-cheek solution, Welsh red meat agency Hybu Cig Cymru (HCC) has developed the “Promillegrillen”.

This is a gas grill fitted with an “alcolock”, which shuts down the BBQ if the user fails a sobriety test.

The Promillegrillen forms the centrepiece of a marketing campaign for Welsh Lamb in Sweden this year.

A quirky promotional video featuring Anglesey actor Julian Lewis Jones – star of the Clint Eastwood film “Invictus” – has already received more than 415,000 views.

In the video, he says: “Hey Sweden, we must talk. I have some deep concerns I must share with you.

“Welsh Lamb is considered one of the finest quality lambs in the world, but I have a feeling that you Swedes are missing out on all this.

“For any kind of alcohol will seriously distract you when preparing our lovely Welsh Lamb .”

The Promillegrillen will only start if a low level of alcohol is detected.

Periodically, it then cuts off, forcing the user to blow into the breathalyser again to prove they are still sober.

HCC’s marketing message is that the process creates the ideal conditions for perfectly grilled Welsh Lamb.

Rhys Llywelyn, HCC’s market development manager, said: “The aim of this playful campaign was to appeal to the Swedes with humour and light-hearted entertainment.

“The number of views the video has received, and the reaction to the campaign in Sweden, strongly suggests that we hit the nail on the head.”

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Sweden is a small but growing market for Welsh Lamb .

As a new product in the Swedish market, online promotion is being used as a cost-effective way to reach new customers.

Only one Promillegrillen was commissioned, badged with HCC’s Welsh Lamb logo.

It has since been sold in an online auction to a Swedish buyer.

Rhys added: “Welsh Lamb’s distribution in Sweden is limited to selected stores.

"As a country with a high GDP and high consumption of red meat, there is potential for this market to be profitable for red meat processors from Wales.

“It is hoped that the campaign will increase interest and demand for the product over the coming months.”