What is Julmust? Julmust is only found in Sweden, and it's a soft drink consumed during the winter period. To quickly describe Julmust to a foreigner or someone who has never heard of it, I would say it reminds me of Coca-Cola, but it has a lot of foam that forms when it's being poured. Julmust often strongly divides people's opinions: either you love it or you hate it. One study shows that people who start drinking Julmust at an older age often do not enjoy it as much as someone who has been drinking it since childhood. One reason for that could be that the taste of Julmust is associated with childhood Christmas times. Eating Swedish Christmas food would not be complete without a glass of Julmust.
What is julmust?
- Julmust is a Swedish soft drink with a name that translates to “Christmas juice” or “Christmas must.” The term “must” typically refers to the unfermented juice obtained from fruits for the purpose of making wine or cider, but it’s important to note that Julmust does not contain actual must.
This iconic beverage was conceived by a Swede named Harry Roberts, who intended it as a non-alcoholic alternative to the beer and porter that were traditionally enjoyed during the Christmas season in Sweden. Harry Roberts came across the recipe during his studies in Germany, where he had heard about this intriguing concoction.
Upon its initial launch, Julmust faced a slow start in terms of sales. However, the turning point came in 1922 when a significant vote was held in Sweden regarding the prohibition of alcohol. This pivotal decision led to changes in the laws governing the sale and production of alcoholic beverages, turning non-alcoholic Julmust into an instant sales sensation. Today, it remains a cherished and integral part of Swedish holiday traditions, embodying the spirit of Christmas in every bubbly sip.
When to drink Julmust
- Julmust, also known as Christmas-must, is a popular Swedish soft drink primarily consumed during the festive month of December. With its rich history and cultural significance, Julmust plays a vital role in Sweden’s holiday traditions, especially during Christmas.
During the holiday season, Julmust captures an impressive 50% share of the soda market in Sweden. While it is most commonly enjoyed in the lead-up to and during Christmas, its delightful taste and unique qualities make it a cherished beverage throughout the entire month of December.
In addition to Julmust, Sweden also boasts another seasonal beverage known as Påskmust, or Easter-must, which is traditionally sold during the Easter holiday. While the tradition and popularity of Påskmust may not be as robust as that of Julmust, it remains the preferred non-alcoholic drink during the Easter season.
Interestingly, there was a time when Julmust was available year-round, under the simpler name of ‘must.’ However, this practice has changed over the years, and today, Julmust is exclusively produced and enjoyed during the Christmas and Easter holidays, maintaining its special status as a seasonal delight.
Intriguingly, the name ‘Julmust’ itself conveys the essence of this unique beverage, with ‘Jul’ representing Christmas and ‘must’ signifying the tradition of using unfermented fruit juice. This distinctive combination encapsulates the holiday spirit, making Julmust an integral part of Swedish celebrations.
With its fascinating history, unmistakable flavor, and cultural significance, Julmust stands as a beloved and iconic symbol of the Swedish holiday season, enhancing the joy and festivity of both Christmas and Easter.
A video displaying the consistency of Julmust reveals that it closely resembles Coca-Cola or any other soft drink but with a greater amount of foam.
Julmust and Coca cola
- For quite some time, Julmust has posed a challenge for Coca-Cola. As the demand for Coca-Cola drops by a significant 50% each December, the beverage giant has made numerous endeavors to secure a slice of this market. These efforts have included several attempts to acquire the rights to the closely guarded Julmust extract recipe. However, Roberts AB, the custodians of this cherished secret, have consistently refused to part with it.
In their quest to sway the Swedish market, Coca-Cola has launched various advertising campaigns in an attempt to entice Swedes to switch their allegiance from Julmust to Coca-Cola. Yet, the Swedes, known for their unwavering resolve, have proven just as resolute as the owners of the Julmust recipe.
In a noteworthy twist, Coca-Cola even ventured into producing their own version of Julmust called ‘Bjäre Julmust.’ This unique product, however, has since been withdrawn from the market. An interesting tidbit for outsiders is that ‘Bjäre Julmust’ was once even available in Swedish McDonald’s outlets, offering a fascinating intersection of international brands and local traditions.
Is it possible to buyJulmust outside of Sweden?
- Finding Julmust outside of Sweden can be quite a challenge, as its availability is limited. Your best option is to check specialty shops or visit an IKEA store, where they often stock both Julmust and mulled wine (known as Glögg in Swedish). Some Julmust may also be available for purchase in the Swedish-speaking regions of Finland.
However, for the most authentic experience, there’s no substitute for visiting Sweden itself. It’s here that you can savor this iconic soda, which consistently outperforms Coca-Cola in sales every year. The taste of Julmust, deeply intertwined with Swedish holiday traditions, is a unique delight that you won’t want to miss.
how does Julmust taste?
- Julmust is a dark and sweet carbonated beverage that shares taste similarities with both Coca-Cola and Root Beer. Many consider Julmust to be sweeter than most traditional sodas, a distinction possibly owed to its low acidity. The closely guarded recipe for Julmust is exclusively owned by Roberts AB, and while most of its ingredients are kept under wraps, there are a few known flavorings within the concoction.
In addition to sugar and water, Julmust includes hop extract and malt, which contribute to its distinct flavor profile. However, the precise blend of spices used in Julmust remains a well-kept secret, known to only a select few individuals in the world.
The production of Julmust
- Sweden boasts a multitude of Julmust producers, and many food retailers also carry their own in-house brands. Among the biggest names in the world of Julmust are Nygårda and Apotekarnes. The production of this beloved soda involves a crucial ingredient, the Julmust extract, which is sourced by all manufacturers from Roberts AB. Each producer then blends this extract with water, sugar, preservatives, and, if desired, additional spices. The final step in the process involves carbonation, after which the Julmust is packaged in either plastic or glass bottles.
What’s intriguing is that, despite the common source of the extract from Roberts AB, each Julmust brand manages to create a distinctive flavor. In recent years, the market has witnessed the emergence of new and innovative Julmust variations. Some are aged in bottles, others incorporate unique spices, and a few have even been matured in oak casks. These developments only add to the charm and diversity of this classic Swedish soft drink.
