On the 7th August it is International Beer Day. According to brewers.org.au it was created in 2007 by some mates on a beach in Santa Cruz, California as an excuse to gather with friends, celebrate those responsible for making and serving the beer from all over the world.
Honestly, like most people need an excuse to drink beer?! Except me. I hate beer and I‘m not afraid to admit it, even if I’m told regularly that it’s un-Australian to not drink beer.
The only time in my life that I have drank beer was whilst living in Denmark. Every year at Easter and Christmas the fabulous beer fairies at Tuborg release a special beer called Paaskebryg (Easter brew) and Julebryg (Christmas brew). On these respective days when the beer is released it is an exciting time to be in Denmark.
It all started back in 1980 when the fabulous marketing elves ran a Christmas TV advert for Tuborg. Very simple but highly successful. See for yourselves HERE
So successful Tuborg decided to create a special Christmas beer and it is today, the fourth best-selling beer and only sold for 9 weeks! The release is so special it has it’s own day, J-day (Jul mean Christmas). On the 1st Friday in November horse-drawn carts, dressed in the Tuborg-blue colours, leave the Tuborg brewery over flowing with the limited edition Christmas beer to deliver to the local pubs. Streets are covered in replica snow and a huge celebration takes place in the city’s main square, Raadhuspladsen. At 9.00 pm (and not before!) pubs all over the country are allowed to start serving the special brew. There are parties, people dress up, and merchandise galore to giveaway.
I of course did get swept away in all the fun and tried some of the special brews, but at 5.7% alcohol I opted to try the Julepilsner, slightly less strong at only 4.6% alcohol but still filled with the same wonderful wam christmas flavours of caramel, liquorice and black current. One of the many reason I seriously love this country. Here’s another reason to love Denmark, apparently the Vikings believed that a giant goat resided in Valhalla whose udders were filled with an unlimited supply of beer!
I did try the Easter beer (Paaskebryg) as well and it tasted similar to me. There wasn’t much excitement about it’s release unite the Christmas Beer as it is mostly drunk during Easter Lunch. Mostly the Danes are celebrating the fact they have survived another winter and it’s a good excuse for a short escape to their summer houses dotted all over the country, with family and friends. One Easter Sunday they will sit down to a table filled with friends and family and drink the special Easter brew finished off with a shot of snapps and yell ’Skaal’.
