ICA
Regular price
The Fizzy Magic That Outsells Coca-Cola Every Swedish Christmas!
When the holiday season rolls around in Sweden, a unique fizzy drink takes center stage: Julmust. Unlike your average soda, this dark, spiced brew is more than just a beverage—it's a cherished Christmas tradition that has captivated Swedes for over a century. But what makes Julmust so special, and how is it different from other sodas? Let’s dive in!
A Brief History of Julmust
Julmust was created in 1910 by Harry Roberts, a Swedish chemist, and his father, Robert Roberts. They set out to create a non-alcoholic alternative to beer that could still feel festive. The result was a rich, malty, and uniquely spiced drink that has since become synonymous with Christmas in Sweden.
The Flavor of Festivity
Julmust is unlike any soda you've ever tasted. Imagine the rich, malty depth of root beer or cola, but with a twist of holiday spices—think cinnamon, clove, and ginger—combined with a subtle fruitiness and caramel notes. Its distinctive taste comes from a closely guarded syrup recipe, known as "Roberts essence," which forms the base of Julmust and is used by nearly all producers.
What Makes Julmust Stand Out?
- Seasonal Exclusivity: Julmust is only available during the Christmas season, making it a must-have for Swedish celebrations. This scarcity adds to its allure and festive charm.
- Cultural Importance: Over 50% of all soda consumed in Sweden during December is Julmust. It's not just a drink—it's a symbol of Swedish holiday traditions.
- Non-Alcoholic Alternative: Originally designed as a substitute for beer, Julmust pairs perfectly with Christmas feasts without the alcohol content, making it a family-friendly choice.
- Unique Brewing Process: Unlike typical sodas, Julmust is brewed with a combination of malt extract, hops, and spices, giving it a complex and robust flavor profile.
Fun Facts:
- Julmust Outsells Coca-Cola in December: Over 75% of carbonated drinks sold in Sweden during the holidays are Julmust, making it unbeatable during Christmas.
- A Secret Recipe: The base syrup, called "Roberts essence," has been a closely guarded family secret since 1910.
- Easter Version – Påskmust: The same drink is rebranded as Påskmust during Easter, with only the packaging changed.
- Coca-Cola’s Failed Rivalry: Coca-Cola Sweden once tried to create a Julmust-like soda but couldn’t replicate its unique flavor.
- Malt-Based Magic: Julmust contains malt extract, giving it a beer-like depth while remaining non-alcoholic.
- Aging Enhances Flavor: Like wine, Julmust can be aged for a smoother and richer taste, making it a collectible for enthusiasts.
- Collector’s Favorite: Each year, brands release special holiday-themed bottles, which many fans collect as keepsakes.
- Used in Cooking: Beyond drinking, Julmust is used in recipes to glaze meats, flavor sauces, and even bake cakes.
- Still a Swedish Secret: Despite its popularity in Sweden, Julmust remains relatively unknown internationally—though its fame is spreading.
- Seasonal Exclusivity: Only available during the holidays (and Easter), its limited release makes it even more special.
- A Swedish Staple Since 1910: It has been an integral part of Swedish Christmas traditions for over a century.
- Unique Production Process: The malt, hops, and holiday spices make Julmust more complex than ordinary sodas.
We are on Trustpilot
We are rated Excellent, read what our customers are saying
