J-day in Denmark

In 5 hours, 25 minutes and 5 seconds it’s J-day in Denmark. The J is for “julebryg” which is Danish for Christmas brew, and J-day marks the day when the Danish breweries introduce this year’s Christmas brew.

The tradition, which is similar to the P-day at Easter, was started by the brewery Tuborg in the early 1990s and is of course a marketing campaign. However, it has also become a pre-Christmas tradition for many Danes, who will meet up with friends and work colleagues for their very first Christmas brew of the year.

While some of course do not stop at just the one, the tradition is not just for the party-people, so if you are in Denmark today, don’t miss out on this fun tradition.

If you like me can’t make it to Denmark today, I see no reason why we can’t celebrate with the Danes by enjoying a beer in our local pubs tonight. I may struggle to find Christmas brew at my local pub, but I intend to be in Denmark in spirit at least when I sip my half-pint tonight.

TAGS: Denmark, travel