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

J-Day celebrations in Copenhagen

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." 

Because of the label design with white snow falling on a blue background, J-Day is also known as “the day the first snow falls” and the beer is often called “snow beer.”

Delivering the first snow to the people

On J-Day, employees from Carlsberg dress up in blue Santa suits and spend the evening driving around in beer trucks and horse carriages all over the country’s biggest cities to personally deliver the beers to the consumers who are waiting in anticipation.

Each truck visits approximately ten venues during the evening and gives one free beer to all guests and performs a Tuborg Julebryg song and dance. In 2012 this added up to a total of 400 bars visited throughout the evening. Some years, consumers also meet celebrities who dress up in the blue suits and join in the fun.

The colour of Christmas is blue

The blue Santa suits comes from the beer’s iconic blue label, which was originally designed in 1979 as a postcard greeting from Tuborg. It became so popular that it was later used as the label of the Tuborg Christmas Brew, which was launched in 1981. It is still used today and has inspired a very wide range of merchandise over the years - from blue bunny ears to boxer shorts, to even blue Christmas tree bodysuits!

The fourth best selling beer in Denmark

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 Tuborg Green, Carlsberg Pilsner and Tuborg Classic, which are available all year round.

33 years of facts

We've collected all the essential and fun facts about Tuborg Julebryg and J-Day in this infographic

 

 

 


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.  


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
Tuborg Julebryg Party 2
        J-day in Copenhagen