November 18, 2015
Is it just me, or does it seem as if the holidays start earlier and earlier each year? I mean, I saw lights and decorations going up and heard holiday music playing before I even had time to throw out my Halloween græskar (pumpkins) this season!
However, I can’t complain because I love this time of year! With Thanksgiving just around the corner, St. Lucia Day (Luciadag) following closely behind and Christmas just 37 days away (cue frantic sweating and panic) how can you not get into the spirit? Just thinking about the warm and cozy days and nights we’ll spend eating and drinking with loved ones is almost enough to forget about the bitter cold that will intrude on us all soon enough. I guess that’s why it’s comforting (hyggelig, if you will) to have the holidays to look forward to.
Speaking of, over in Denmark the Christmas season actually began nearly two weeks ago. No stranger to an excuse to drink and sing, of course, Danes anxiously awaited the annual release of Tuborg’s Julebryg (Christmas brew) at precisely 20:59 on Friday, November 6th.
Officially established as a Danish tradition in 1990, inspired by the popularity of a holiday commercial for original Tuborg Pilsner in 1980 (watch it here), this annual tribute to Juleøl (Christmas beer) began on a Wednesday. However, it wasn’t moved to Friday until 1999 when people finally started to realize that the night’s festivities were interfering on Thursday’s productivity.
Today it is known a J-dag, meaning ‘Christmas brew day’. The term even made it into the Danish dictionary in 2008 as “the day a brewery’s Christmas beer comes on the market.” Many come to anticipate the delivery trucks, waiting in their blue Christmas beer Santa hats and various other souvenirs worn to pay homage to that famous animated commercial that started it all. After all, Julebryg is the 4th best-selling beer in Denmark, despite only being sold for 10 weeks out of the year. Now that’s what I call a party!
If you’re looking for unique holiday inspiration look no further than our Pinterest board ‘Tis the Season. It features Scandinavian-inspired recipes, decorating ideas and even cocktails for all of your dinner party needs!
Glaedelig jul og godt Tub’ar!
Translation: Merry Christmas and happy Tub’ar! (a play on Nyt år, which means New Year)
Enter November’s giveaway for a chance at $100 to IKEA and you could get some of that holiday shopping out of the way!