At the north end of Earl Street, near the North Gate of Jorvikburg, Ulfric's alehouse is a favorite of the farmers of the town and the hundreds (the vast majority of the town's population). The 16-28 year old crowd flocks to this alehouse, especially Saturday night and on Moot-days. It's two stories tall, with the second story forming a balcony-ring open to the floor below. The center of the main floor is usually used as a dance floor. However, on occasion, they play the 'knife game' there too. The knife game involves a blindfolded man throwing a knife up in the air and the contestants rushing to get out of the way. If you get hit, you lose.

The owner, Ulfric, has a truly monumental beard. He is given to allowing people to post notices in his beard for public announcements and job offers. After an evening in his beard, the notice is put on a bulletin board.