J-Day 2026

J-Day is a much-loved Danish tradition marking the official launch of Tuborg’s Christmas beer, Julebryg. For many, it’s also the unofficial start of the festive season.

At precisely 8:59 pm, “the snow falls” and the Christmas beer arrives in pubs and bars across the country, kicking off a lively night of celebrations.

Introduced in 1990, J-Day has grown from a beer launch into a cultural event – part Christmas tradition, part pub crawl, and very Danish.