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.

DATES & TIMES
• Date & time: Friday, 7 November 2025, 20:59 — the official nationwide release of Tuborg Julebryg (“J‑dag”). About J‑dag · City listing (time).
• J‑dag is held the first Friday in November each year; at exactly 20:59 the “snow falls” and bars start pouring the seasonal beer. Background.

LOCATION
• Nationwide in Denmark — celebrated across bars & pubs (especially Copenhagen, Aarhus, Odense, Aalborg). Look for venues promoting J‑dag parties; Tuborg trucks and “blue Santas” often appear. Press info.

TICKETS & ENTRY
• There’s no central ticket; most venues are free entry or RSVP-only. Expect free samples at 20:59 in many locations (while supplies last). Official overview.
• Bring valid ID—bars/clubs enforce age rules for alcohol service.

GOOD TO KNOW
• Peak time: 20:30–22:00 is the busiest; arrive early if you want a table.
• Transport: Use public transport or taxis—police typically step up checks on J‑dag.
• Traditions: “Snebajer” (snow beer) hats, fake “snow,” and roving trucks are part of the fun. What to expect.

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