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The Danes loves beer, especially strong brews. J-Day stands for “Julebryg-day,” a special celebration where the annual Christmas beer is released from world wide beer cooperation Tuborg, owned by Carlsberg Breweries. This clever publicity stunt has turned into a great annual affair.
It basically runs like this: A load of big lorries drive around the major cities of Denmark and hand out free crates of X-mas beer to selected public houses and bars.
Needless to say, this sends the nation into a state of craze and excitement. People of all ages (above the drinking age of 18, of course) run in drunken zig-zag movements behind the lorries and try to make as many hand-outs as possible before falling over in the snow.
So, if you are a visitor and feel slightly worried by the piles of drunks in the gutters dressed in blue Santa capes, white beards and hats with flashing lights, don’t be alarmed, you have just witnessed the very special J-Day. And there is nothing to do but join the fun.