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Looking for something to celebrate this evening?

Why not do as the Danes do and celebrate J-Day?

So what is J- Day? Well, you won’t find it on any official calendar for Danish events or holidays, but it is certainly a big one for Danes. J-Day is a celebration of yes – you’ve guessed it, drinking. And it all gets underway tonight at precisely 8.49pm.

It was started way back in 1990 when Danish brewing company Tuborg produced a commercial for the release of its annual Christmas beer, known as Julebryg. Since then it has grown in popularity and unlike a lot of these big drinks promotions it seems to be most popular with the locals. There was a similar event held in Ireland called Arthur’s Day, which celebrated Guinness, but it tended to be a lot more popular with tourists rather than the more cynical locals who really didn’t need an official day to enjoy a drink. The event was eventually scrapped after numerous complaints by anti-binge drinking groups and NGO’s.

If you happen to be in Denmark on J-Day, you’ll be confronted with specially-decorated trucks handing out free beer while all along the phrase ‘Glædig jul og godt Tub’år’, a play off the Danish phrase for Merry Christmas and Happy New Year, rings out and appears on promotional tee-shirts.

J-Day does have its critics with many asking if Denmark really does need a commercially based idea about alcohol consumption being advertised as a holiday. But whatever the feelings on this, it’s probably going to be one hell of an evening in Denmark, so while we at Europa United raise a glass to J-Day, we say take it easy and above all, drink in moderation… even if it is for free.

Ken Sweeney
Founder and Editor in Chief of Europa United. Ken Sweeney is committed to idea of European cooperation and supports aspiring writers and journalists.

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