Although Tuborg Christmas Brew is a seasonal beer and is only on the market for ten weeks every year, it is still Denmark’s fourth best selling beer. It’s only beaten by Green Tuborg, Carlsberg Pilsner and Tuborg Classic, which are available all year round. 

Tuborg Christmas Brew is known for its blue and white advertisement. However, most people probably do not know that the famous animated commercial, which features Santa Claus in blue clothing, is actually older than the beer itself. The commercial was originally launched in 1980 as a special holiday commercial for ordinary Tuborg pilsner in Denmark, but it became so popular that for Christmas 1981 we created the special Tuborg Christmas Brew for the Danish market, known as Tuborg Julebryg.   

J-day - the annual Tuborg Christmas Brew launch in Denmark

The annual launch in Denmark, known as “J-day”, takes place the first Friday in November and is a day of celebration across Denmark. Carlsberg employees drive around to bars and cafés singing a traditional Tuborg Christmas Brew song and handing out a free beer to the guests to mark the start of the festive season.

The J-Day event in Denmark was established in 1990 as a tradition. Today the event is so large that the Danish spelling dictionary has included in its next dictionary published in 2011 with the following description: "J-Day is the day, a brewery's Christmas beer comes on the market." 

Read more about J-day 2013


Product Facts

  • Tuborg Christmas brew was invented in 1981 by mixing the three beers; KB hvidtøl, Tuborg FF and Tuborg Guld by Brewmaster Per Krieger Lassen.
  • Tuborg Julebryg is a bottom-fermented, wiener beer brewed on lager, münchener and caramel malt with English liquorice.
  • The beer is dark-golden with a fresh aroma of caramel, grain, liquorice and blackcurrant.
  • It's excellent with traditional Scandinavian Christmas recipes such as smoked fish, grilled/fried herring, smoked ham with curly kale, roast pork and duck.
  • Enjoy at 7-10 C.  

 

Find Tuborg Julebryg merchandise on our webshop 

 

   


Hi-res images to download:

Tuborg Julebryg Horses
Horses ready for J-Day at the Carlsberg Brewery in Copenhagen(Photo by Martin Rosenauer)

Horses ready for J-Day at the Carlsberg Brewery in Copenhagen(Photo by Martin Rosenauer)
Tuborg Julebryg Party 1
     J-day in Copenhagen 2008
Tuborg Julebryg Party 2
        J-day in Copenhagen 2008