"J-day" (from the Danish word for Christmas beer: Juleøl) is normally the first Friday in November. At exactly 8:59 p.m. the Christmas beer is launched, and you will find that practically every bar, café or pub in every town or city in Denmark will be buzzing with young people enjoying the first Christmas beer of the year. A great way of getting into the Christmas spirit! The tradition of J-day started in 1990, but the history of delivering beer by horses started hundreds of years ago when as early as mid November, horse-drawn Tuborg or Carlsberg wagons decked out with garlands and Danish flags, delivered the year’s specially brewed Julebryg, or ‘Christmas Brew,’ with Santa capped staff handing out free samples.
I plan on visiting the Carlsberg brewery soon, as I hear it is something to see before I depart Copenhagen. The horses are Jutland dray horses, only raised in Denmark, and bring back memories of days gone by when beer was delivered by horse-drawn drays.
Also part of the tradition is to dress as a blue Santa, in honor of the blue label. Photos by Martin Rosenauer.
Check out the J-Day advertisement @