J Day – a clear sign that Christmas is upon us

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Ready for J Day in Denmark – it’s the first Friday in November. The day when the Tuborg Brewery releases their Christmas brew – Tuborg Julebryg.

The J in J Day is for Julebryg (Christmas Brew).

Tuborg says about the event:

This dark pilsner has, over the years, become a clear sign that Christmas is upon us.

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 in truck to visit bars and cafés while singing the traditional Tuborg Christmas Brew song and handing out free beer to the guests to mark the start of the festive season.

The video above shows the J Day in 2016. In 2017 J Day is held at friday November 3.