Icelandic Christmas beer range shrinks by 17%

The number of Christmas beers available in Iceland has fallen by 17% this year, mainly because domestic producers are offering fewer varieties, mbl.is reports. A total of 75 beers will be on sale, down from 90 last year.

Sales at ÁTVR liquor stores begin today, while bars and restaurants can start selling Tuborg julebryg tomorrow, on J-day. This year’s selection includes 55 Icelandic beers, compared with 69 last year, and 20 imported varieties, down from 21.

Christmas beer sales and the number of varieties both peaked during the Covid period, but the beers have become less popular in recent years. Shoppers can also find several types of schnapps, wine, glögg and Christmas spirits.

Tuborg julebryg has dominated sales in recent years, accounting for 44% of all Christmas beer sales at ÁTVR last year. Tuborg lille jul also made a strong debut, taking 5.5% of the market before supplies ran out.

A new Thule Christmas beer is among this year’s additions. Brewer Baldur Kárason of Víking said the beer was developed as a lighter option that still retains a seasonal flavour. It is gluten-free and contains fewer carbohydrates and calories than is typical, he said.

Borg brewery has also teamed up with confectionery company Góu on JólaÆði, a 5% porter inspired by Góu’s Æði chocolate. Brewer Sturlaugur Jón Björnsson said the beer has chocolate and coconut notes. The chocolate itself was not used in the brewing process.

Icelandic craft breweries have several other beers in the seasonal selection, including two versions of Jólabolla from Malby.