Bourbon and Books: Jolabokaflod - Diving into Iceland's Christmas Book Flood

Make Jolabokaflod complete with New Dawn’s bourbon laced hot cocoa recipe

There is a timeless, cozy tradition in Iceland every Christmas Eve: Jolabokaflod—literally translated as the "Christmas Book Flood." It is a charming celebration of literature, reading, and togetherness that has become the highlight of the Icelandic holiday season. Whether drummed up by the book publishing industry to sell more books around Christmas or a time honored tradition dating back to the end of World War II when restrictions on imported paper were more lenient making books the Christmas present of choice, the Christmas Book Flood is a wonderful way to share the gift of reading… and New Dawn as no Book Flood would be complete without New Dawn laced hot cocoa or coquito!

The Roots of the Flood: Post-War Necessity

The story of Jolabokaflod is not one of ancient folklore, but of pragmatic post-war innovation. The tradition solidified its roots during and immediately after World War II when there were severe restrictions on imported goods and Iceland faced economic hardship and strict currency controls. Paper, however, unlike many other commodities, was one of the few items that could still be imported with relative ease and affordability. This made books an ideal, readily available Christmas gift. During the 40s and 50s the desire to maintain a meaningful and affordable gift-giving tradition amidst continued financial constraints. Books became a popular Christmas present and the tradition of giving and immediately reading a new book on Christmas Eve took hold.  

This unique set of circumstances, where literature was both accessible and cherished, fostered a national passion for reading. The practice of presenting new books on December 24th, followed by an evening spent sipping hot chocolate and reading, became firmly established.

Looking for a cooler Christmas beverage, try our New Dawn bourbon laced coquito

The Annual Literary Deluge: The Bokatídindi

The formal kickoff to the Jolabokaflod season is marked by the publication of the Bokatídindi—an annual catalogue of new books published by the Iceland Publishers Association. This catalogue is mailed free to every household in Iceland in mid-November, transforming it from a simple list into a literary "wish book." Icelanders pore over the Bokatídindi, marking the titles they wish to gift or receive, fueling the festive book-buying frenzy that culminates in the "flood."

From Tradition to Modern Romance

Today, Jolabokaflod has been thoroughly romanticized, both domestically and internationally. It is portrayed as the ultimate cozy, hygge-like holiday experience:

• The Ritual: The exchange of gifts on Christmas Eve (Aðfangadagur). After the gifts are opened, the rest of the evening is spent reading the new books, often paired with a comforting beverage like hot cocoa.

• The Atmosphere: The image of an entire nation collectively snuggled up with a book embodies a deep cultural respect for storytelling and quiet contemplation, a pause in the often hectic consumerism of the holiday season.

The Commercial Currents of the Flood

While the core tradition remains genuine, the modern practice of Jolabokaflod is undeniably intertwined with commerce. The vast majority of books published in Iceland are released between September and November specifically to capitalize on the Jolabokaflod book-buying season. This heavy seasonal output ensures a robust selection for the Christmas market.

The charm of the tradition has garnered international media attention, prompting publishers and retailers to lean into the romantic narrative. Booksellers around the world now promote their own "Christmas Book Flood" campaigns, seeking to replicate the atmosphere and sales success of the Icelandic original.

Despite this commercial layer, the heart of the tradition remains authentic. This Christmas, we know we’ll be skipping the endless scrolling encouraging our friends and family to brew a festive drink or pour a dram of New Dawn, settle in, and join the spirit of Jolabokaflod.

Want to bring this tradition to your home?

Step one: select books for your friends and family! Need book giving inspiration? Any one of this year's Bourbon and Books Picks would make an excellent gift.

Step two: brew up a batch of New Dawn laced hot cocoa or coquito and hand out presents to be enjoyed by all.

Book picks for New Dawn Distilling’s 2026 Bourbon and Books Club

Frequently Asked Questions (FAQ)

Q: What is Jolabokaflod?

A: Jolabokaflod (pronounced yo-la-bo-ka-floht) literally translates to the "Christmas Book Flood." It is an Icelandic holiday tradition where books are exchanged as gifts on Christmas Eve (Aðfangadagur). The rest of the evening is then spent reading the new books, often accompanied by a cozy beverage like hot cocoa.

Q: When does Jolabokaflod take place?

A: The tradition primarily centers around Christmas Eve, December 24th, when the gift exchange and reading ritual occur. However, the season begins in mid-November with the publication of the Bokatídindi.

Q: How did the tradition start?

A: The tradition solidified during and immediately after World War II. Due to severe restrictions on imported goods and strict currency controls, books were one of the few items that could still be imported relatively easily and affordably. This made them an ideal and popular Christmas gift, cementing the practice of giving and reading books on Christmas Eve.

Q: Is Jolabokaflod still a genuine tradition today, or is it purely commercial?

A: While the tradition's core remains authentic—it reflects a deep national respect for reading—it is undeniably intertwined with commerce. The vast majority of books in Iceland are released between September and November specifically to capitalize on the Jolabokaflod buying season. The charm of the tradition has also been leveraged by publishers and retailers globally.

Q: What kind of beverage is typically paired with the reading?

A: The reading ritual is often paired with a comforting, warm beverage and everyone should New Dawn’s hot cacao recipe if they’re keeping with tradition but we also encourage you to branch out into New Dawn laced coquito or just a neat pour with your favorite book.