The tradition of celebratory beers came to Russia from Europe. On the New Year’s eve, Russian consumers can try a special winter beer.
Tuborg Christmas Brew is semi-dark lager by a unique recipe, it has a rich taste and aroma of caramel, brewed from barley, burnt and caramel malt. The Christmas beer is already available in Magnit, Pyatyorochka, Dixy, Verny, Lenta, and other retail chains. The sales will continue until the New Year and for several weeks afterwards.
Tuborg Christmas Brew is a drink with a history and traditions. The original Christmas lager came to Russia from Denmark. It was created by Carlsberg 37 years ago, in 1981, and became an international Christmas tradition.
Brewers are proud of this variety, it was highly appreciated in Denmark. Locals even established a festival in honor of this beer — J-Day, or Julebryg-Day, celebrated from 1990. On this day, an amazing atmosphere reins in Denmark. It marks the start of brewing of Tuborg Christmas Brew.
Brewers are getting ready for the J-Day from the early morning: they decorate horse-drawn carriages and trucks with garlands, dress up in blue Santa Claus suits and beards, put on rabbit ears.
J-Day is so popular in Denmark that it is added to the Danish dictionary. Recently a similar tradition appeared in Iceland, Greenland, and even Switzerland.
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