While Coca-Cola's Christmas campaigns are going strong around the world, another drink is ruling Sweden. With its unique taste and obvious part of Swedish culture and Christmas tradition, Christmas must is now getting its very own calendar day. Christmas must day, November 24, will be the kick-off for the Christmas must season and a tribute to one of our most appreciated drinks. (Source: Christmas Day)
Created in a laboratory, now a Christmas classic
Julmusten was introduced in 1910 by Harry Roberts and his father Robert as a festive, non-alcoholic beverage option that could be enjoyed by everyone during Christmas, regardless of age or alcohol preference. The result was a sweet drink, based on natural ingredients such as hops and malt, which also gave the drink its distinctive taste. Today, only three people know the secret recipe, which is still owned by the family business Roberts AB, and is kept in a safe in Örebro. 98 percent of all Julmusten brands use its carefully guarded concentrate. (Source: Swedish Meals)
50 million liters
According to a recent survey from Kantar-Sifo, 61 percent of Swedes drink Julmust during the Christmas holidays, an estimated 50 million liters are consumed in just a few weeks, and almost 1 in 5 say that Christmas would not be the same without it. (Source: now.se or MyNewsdesk)
– For many of us, it is unthinkable to celebrate Christmas without Christmas must, which says a lot about Christmas must's status and its role as an unofficial national drink during Christmas, says Casper Danielsson, Head of Communications at Carlsberg Sweden. (Source: now.se)
In Sweden, the drink outsells all other beverages during the holiday season, including Coca-Cola, which reportedly loses up to 50 percent of its December sales to this local favorite. Rumor has it that Coca-Cola once tried to buy the rights, but was politely but firmly turned down. (Source: The company source)
Christmas must in line with the times
Christmas must is no longer just a nostalgic favorite drink from the past. In response to the growing demand for healthier beverage alternatives, recent figures from the industry association show Sweden's Breweries a sharp increase in artisanal Christmas must, sugar-free varieties, new flavors and barrel aging. Sustainability is also becoming an increasingly important priority, with eco-friendly ingredients, recyclable packaging and local production on the rise.
– Christmas must is developing in step with consumers, it is both nostalgic and modern at the same time. Regardless of whether it comes from a small workshop in Skåne or a large facility in Dalarna, Christmas must is a shared tradition. The breweries show how Swedish drinking culture can both renew itself and preserve its soul. Christmas must is part of Sweden's drinking history, says Anna-Karin Fondberg, CEO of Sveriges Bryggerier. (Source: Christmas must trends 2025 )
And for those who can't get enough of Julmust, it quietly returns in the spring – under the name Påskmust.
According to the press release.
