J-Dag (J-Day) is Denmark’s quirky and much-anticipated beer holiday, marking the annual release of Tuborg’s Christmas Brew. Held on the first Friday of November at precisely 8:59 PM, J-Day turns cities across Denmark into scenes of festive chaos, as brewery trucks roll through the streets delivering the first bottles of the seasonal beer. Bars overflow with partygoers dressed in blue Santa hats, enjoying free samples, live music, and an atmosphere that feels like a pre-Christmas carnival. It’s a one-of-a-kind mix of marketing stunt and national tradition, embraced with tongue-in-cheek joy across the country.