{"id":301806,"date":"2025-11-11T06:44:48","date_gmt":"2025-11-11T05:44:48","guid":{"rendered":"https:\/\/www.travelreport.se\/?p=301806"},"modified":"2025-11-11T06:44:49","modified_gmt":"2025-11-11T05:44:49","slug":"swedens-beloved-christmas-drink-has-its-own-anniversary","status":"publish","type":"post","link":"https:\/\/www.travelreport.se\/en\/sveriges-alskade-juldryck-far-egen-hogtidsdag\/","title":{"rendered":"Sweden&#039;s beloved Christmas drink gets its own holiday"},"content":{"rendered":"<p class=\"wp-block-paragraph\">While Coca-Cola&#039;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:\u00a0<a href=\"https:\/\/sverigesbryggerier.se\/nyheter\/julmusten-far-egen-dag-24-november-blir-startskottet-for-julen\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><u><strong>Christmas Day<\/strong><\/u><\/strong><\/a><strong>)<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Created in a laboratory, now a Christmas classic<\/strong><br>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 \u00d6rebro. 98 percent of all Julmusten brands use its carefully guarded concentrate. (Source:&nbsp;<a href=\"https:\/\/svenskamaltider.se\/julmust-sveriges-alskade-juldryck\/\" rel=\"noreferrer noopener\" target=\"_blank\"><u>Swedish Meals<\/u><\/a>)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>50 million liters<\/strong><br>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:&nbsp;<a href=\"https:\/\/nu.se\/coca-colas-chock-forlorar-stort-i-sverige-i-jul\/?\" rel=\"noreferrer noopener\" target=\"_blank\"><u>now.se<\/u><\/a>&nbsp;or&nbsp;<a href=\"https:\/\/www.mynewsdesk.com\/se\/carlsberg_sverige_ab__\/pressreleases\/var-femte-svensk-ingen-jul-utan-julmust-3360641\" rel=\"noreferrer noopener\" target=\"_blank\"><u>MyNewsdesk<\/u><\/a>)&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013 For many of us, it is unthinkable to celebrate Christmas without Christmas must, which says a lot about Christmas must&#039;s status and its role as an unofficial national drink during Christmas, says Casper Danielsson, Head of Communications at Carlsberg Sweden. (Source:&nbsp;<a href=\"https:\/\/nu.se\/coca-colas-chock-forlorar-stort-i-sverige-i-jul\/?\" rel=\"noreferrer noopener\" target=\"_blank\"><u>now.se<\/u><\/a>)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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:&nbsp;<a href=\"https:\/\/foretagskallan.se\/julens-viktigaste-dryck\/?\" rel=\"noreferrer noopener\" target=\"_blank\"><u>The company source<\/u><\/a>)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Christmas must in line with the times<\/strong><br>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&nbsp;<a href=\"https:\/\/sverigesbryggerier.se\/english\/\" rel=\"noreferrer noopener\" target=\"_blank\"><u>Sweden&#039;s Breweries<\/u><\/a>&nbsp;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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013 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 Sk\u00e5ne 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&#039;s drinking history, says Anna-Karin Fondberg, CEO of Sveriges Bryggerier. (Source:&nbsp;<a href=\"https:\/\/livsmedelsnyheter.se\/2025\/10\/30\/julmusttrender-2025-hantverk-hallbarhet-och-nya-smaker\/\" rel=\"noreferrer noopener\" target=\"_blank\"><u>Christmas must trends<\/u><\/a>&nbsp;2025 )<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And for those who can&#039;t get enough of Julmust, it quietly returns in the spring \u2013 under the name P\u00e5skmust.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to the press release.<\/p>","protected":false},"excerpt":{"rendered":"<p>Medan Coca-Colas julkampanjer g\u00e5r varma v\u00e4rlden \u00f6ver \u00e4r det en annan dryck som regerar i Sverige. Med sin unika smak och sj\u00e4lvklara del av svensk kultur och jultradition, f\u00e5r nu Julmusten sin alldeles egna kalenderdag. Julmustens dag, den 24 november, blir startskottet f\u00f6r julmusts\u00e4songen och en hyllning till en av v\u00e5ra mest uppskattade drycker. (K\u00e4lla:\u00a0Julmustens [&hellip;]<\/p>\n","protected":false},"author":25,"featured_media":301807,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[184],"tags":[87,6488,6487,2322],"class_list":["post-301806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-turism","tag-dryck","tag-julmust","tag-julmustdagen","tag-svensk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sveriges \u00e4lskade juldryck f\u00e5r egen h\u00f6gtidsdag &#8211; Travel Report<\/title>\n<meta name=\"description\" content=\"Sveriges \u00e4lskade juldryck f\u00e5r egen h\u00f6gtidsdag \u2013 L\u00e4s senaste nyheterna fr\u00e5n resebranschen p\u00e5 Travel Report.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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