J Day in Denmark: What? When? And How It Is Celebrated?

Have you ever heard of J Day in Denmark? If you’re a beer lover or curious about Danish Christmas traditions, you don’t want to miss J Day!

But what exactly is J Day? When does it happen? How can you take part in J-Day? 

I’m here to answer all your questions about J Day. After living in Denmark for a few years now, I know exactly how to get the most out of J Day celebrations.

Let’s dive deeper into J Day, the most exciting and the first Danish event for the Christmas season!

What is J Day in Denmark?

In Denmark, the arrival of the Christmas season is highlighted not just by the holiday lights, decorations, and Christmas markets, but by an extraordinary event known as J Day.

It is the first event that kickstarts Christmas, the biggest festival in Denmark.

J Day (J Dag in Danish) showcases Denmark’s love for beer. It is the day when Tuborg (part of Carlsberg) releases their limited edition Danish Christmas beers, known as Julebryg.

The letter J in J Day stands for Juleøl which translates to Christmas Beer.

When is J Day Celebrated in Denmark?

Turborg started this tradition in 1990 as a part of a marketing campaign and has deeply ingrained itself into Danish culture ever since.

At 20:59 on the first Friday of November, the Carlsberg employees drive on the decorated Julebryg trucks to almost all the stores across the cities and distribute free beer samples to the guests in each store. 

In addition to drinks, they also hand out souvenirs and blue hats (dotted with white), the colors of Turborg’s Julebryg.

On the J Day, Tuborg trucks fill the streets. Advertisements on television and social media increase the excitement.

Since the Danish tradition got so much traction, other breweries in Denmark also released special Danish Christmas beers.

How to take part in the J Day Celebrations in Denmark?

In major cities like Copenhagen, Aarhus, and Odense, Danes gather at bars, pubs, and restaurants eagerly waiting to get the first sip of Julebryg of the year. 

Bars and pubs across the country prepare for the night by setting up special events and live music, all centered around the release of the Christmas beer. Go and enjoy Julebryg and have a good hygge evening.

Say Hello if you spot me!

When the beer is finally tapped, the gathered people sing the traditional Tuborg Christmas Brew song and dance, wearing blue hats from Tuborg, and welcome the festive season with a big “Skål” (pronounced as skol which means cheers).

J Day is the busiest day of the year for most bars and pubs in Denmark.

Do you need to drink on J Day?

Although J Day is the celebration of beer, it is not mandatory to drink beer on J Day. Danes don’t pressure people to drink. It is totally up to you.

Drinking on J Day is a traditional Danish culture and the Danes are avid followers of traditions.

Irrespective of whether you drink or not, Danish J Day offers a festive atmosphere filled with excitement, music, and joy.

Carlsberg’s Tuborg Julebryg

Carlsberg’s Tuborg Julebryg, despite being sold only for a limited period of a year, is Denmark’s fourth best-selling beer.

Tuborg’s marketing of the beer has not changed a great deal since the 1990s, and the iconic ad featuring Santa’s sleigh and a Tuborg truck, with the words “Glædelig Jul og Godt Tub’år” (Merry Christmas and a Happy Tub-year).

Turborg Julebryg is a bottom-fermented wiener beer brewed on lager, münchener and caramel malt, and added English licorice. It contains 5.6% ABV.

J Day doesn’t pass without drinking the Julebryg. It is available in all the supermarkets across Denmark.

I feel Julebryg to be slightly stronger than the regular Tuborg beer. It has festive caramel and licorice flavors that perfectly blend with the Danish Christmas lunch (Julefrokost).

If you are visiting Copenhagen during November, make sure to experience J-Day. Grab a Tuborg Julebryg, soak in the festive atmosphere, and embrace the warmth.

Safety and Responsibility on J Day

Danish authorities and the Tuborg Brewery also promote messages of responsible drinking during J-Day, ensuring that the event remains a positive experience for everyone. The Danish police even arranges special drunk-driving controls on J Day.

Enjoy J Day while keeping things under control, making it a safe place for everyone!

Final Thoughts: J Day in Denmark

Christmas comes early for beer lovers in Denmark on J Day.

J Day is more than just the beer launch; it is also the joy of togetherness, the anticipation of the upcoming Christmas season, and a moment of shared Danish tradition.

Whether you’re experiencing J Day for the first time or a local who eagerly anticipates it each year, J Day is the perfect way to kick off the Christmas season, Danish style.

If you are visiting Denmark in the middle of December, you should not miss the Santa Lucia Parade festival that takes place in the canals of Copenhagen!