While many Danes look forward to the festive release of the nation’s beloved Christmas beer on J-Day in Denmark, one bar owner in Aarhus continues to boycott the event, citing rowdy behavior and excessive drinking as reasons to host a counter-event instead.
What Is J-Day in Denmark?
Every year on the first Friday of November, Denmark celebrates J-Day, the official release date of Tuborg’s Christmas beer, known as “julebryg.” Over the years, it has become a cultural phenomenon, with people donning Santa hats and crowding bars to get their first taste of the seasonal brew. The campaign was started by the Carlsberg-owned Tuborg brewery in 1990 and promotes the launch of the Christmas beer with music, giveaways, and festive flair.
For many Danes, J-Day is one of the year’s most anticipated nights. From Copenhagen to Aalborg, bars fill with crowds counting down to 8:59 p.m.—the exact moment Tuborg’s Christmas beer is released. Each year, Danes drink more than 4 million bottles of julebryg, according to the brewery.
However, not everyone is raising their glass.
Meet the Man Behind “No Day”
In the heart of Aarhus, Benni Jakobsen has owned and operated the bar Sway for 20 years. But he’s never served a single juleøl during J-Day.
Instead of taking part in the national celebration, Jakobsen marks the evening by hosting what he calls “No Day.” Unlike its widely celebrated counterpart, No Day is entirely free of gimmicks, festive décor, or seasonal beer. For Jakobsen, it’s simply another night at Sway, and that’s exactly how he likes it.
Jakobsen rejects J-Day on the grounds that it encourages reckless behavior by drawing in large groups of often inexperienced drinkers. According to him, the night feels less like a celebration and more like chaos. His particular disdain is for the party-goers in Santa hats, and the disorder they bring.
This year marks the 12th consecutive time that Sway has opted out of J-Day. Instead of boosting sales through popular julebryg deals, Jakobsen maintains his bar’s usual selection, and any customer asking for a Christmas beer is met with a polite but firm rejection.
Concerns Beyond J-Day in Denmark Tradition
Jakobsen isn’t alone in his apprehension. While Tuborg continues to promote J-Day festivities, the company itself has acknowledged the undesired effects of overenthusiastic celebration. In recent years, they’ve addressed binge-drinking concerns tied to the event.
In 2023, Tuborg began introducing “water elves” as part of a new campaign to encourage more responsible drinking. These volunteers roamed the streets and bars handing out free water to attendees while also raising awareness about moderation. The initiative, known as “Drik med respekt” (Drink with respect), aims to reduce excessive consumption and maintain a safer environment in cities across the country.
A Cultural Divide Brewing
J-Day is no longer just a marketing stunt – it’s a cultural landmark. But it’s also dividing Danish nightlife. Some see it as a joyful start to the holiday season, a tradition worth keeping even with its wild side. Others, including many bar owners, say the night has turned chaotic and unsafe.
Denmark’s national police have historically increased patrols on J-Day evenings in response to disturbances and alcohol-related incidents. According to police reports published in previous years, the event routinely contributes to hundreds of call-outs related to public drunkenness and minor altercations.
For Jakobsen, the issue isn’t with Christmas or beer, it’s the atmosphere. Sway’s regular clientele prefers the bar’s cozy and calm vibe over the manic energy that often accompanies J-Day. And given the growing number of Danes voicing frustration about rowdy nightlife, his quiet protest may resonate more widely than expected.
The Future of J-Day
The debate over J-Day in Denmark shows no signs of slowing. The tradition remains both celebrated and divisive – a cultural highlight for many and a major revenue driver for breweries like Carlsberg and Tuborg. At the same time, counter-movements like “No Day” are sparking new conversations about Denmark’s drinking culture and what kind of celebration the country wants to embrace.
As awareness grows around moderation and responsible behavior, J-Day may evolve in tone, scale, and purpose. For now, most of Denmark raises a glass of julebryg in festive spirit – while a quieter protest still echoes from a bar in Aarhus.
