Tuborg Julebryg – what is it? And why are Danes so excited?
Every year, on the first Friday in November, Denmark turns blue. People wearing blue Santa costumes, blue hats, blue flags, blue hats. It’s the annual release of the Christmas beer – aka Julebryg. Every bar, shop and party celebrating the events. Welcome to J-Dag (J-day).
These days you can get many different varieties of seasonal Julebryg in Denmark but the biggest and most popular will always be the Tuborg Christmas beer. A bit stronger than your usual brew- and blended to a sweeter, darker taste. It’s a bottom-fermented wiener beer brewed on lager, münchener and caramel malt, and added English liquorice. The beer is dark-golden with a fresh aroma of caramel, cereal, liquorice and blackcurrant and works really well with the Christmas lunch (Julefrokost). Despite only being available for 10 weeks out of the year, Julebryg is Denmark’s 4th most popular beer.
Almost more famous than the beer itself is the advert – now shown for the 35th year in a row with little change. Play just a few notes to any Dane and they’ll know exactly what it is about.
We stock Tuborg Julebryg during the season, while stocks last. Order online or pick up your stash in our shop in central London. We release it on J-Day (in 2022, this will be 4th November). While stocks last.
CLICK HERE TO GO TO THE SHOP: TUBORG JULEBRYG by the CASE OF 24
