New trends about Julmust

While Coca-Cola's Christmas campaigns are going strong around the world, another drink rules in Sweden. With its unique taste and obvious part of Swedish culture and Christmas tradition, the Swedish Christmas soda Julmust received its own day this year: November 24 was celebrated as Day of the Julmust throughout the country. 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 Christmas would not be the same without it. On the list of which Christmas drinks are popular, Julmust is far and away the most popular beverage in Sweden. 

  • There is no major market abroad for the Swedish Christmas drink Julmust.

  • While Coca-Cola's Christmas campaigns are going strong around the world, another drink rules in Sweden. With its unique taste and obvious part of Swedish culture and Christmas tradition, Julmust received its own day this year: November 24 was celebrated as Day of the Julmust throughout the country.
    The Christmas soda Julmust was introduced in 1910 by Harry Roberts and his father Robert as a festive and non-alcoholic alternative 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. The company is located in Örebro, Sweden and currently has 15 employees. The owner is Göran Roberts, a grandson of Harry. Roberts AB does not produce its own soft drinks, only the syrup for other suppliers. Apart from Julmust they also make syrup for cola, various fruit drinks, and Champis, another original drink by the company. 98 percent of all Julmust brands reportedly use its carefully monitored concentrate as a base.
    According to a recent survey by 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 Christmas would not be the same without it. On the list of which Christmas drinks are popular, Julmust is far and away the most popular beverage, easily topping the list in first place. Beer is a distant second place with 35 percent, wine is third with 15 percent, and “other soft drinks” such as Coca Cola only get 10 percent.
    A compilation from the industry organization Sveriges Bryggerier (The Swedish Brewers Association) shows that both large and small breweries are seeing a growing interest in artisanal Julmust, sugar-free variants and new flavors and barrel aged alternatives.
    Here are five clear trends in 2025:
    -Craft "must" is growing: Several smaller breweries are raising a trend toward small-scale, local roots and craftsmanship, something reminiscent of the development in beer and cider.
    -Sugar-free alternatives are increasing, though not everywhere: The larger breweries are seeing a significant increase in sugar-free Julmust, while many craft producers are choosing to stick with the classic sweetness.
    -Barrel aging and flavoring is on the rise: Breweries report growing interest in oak barrel-aged variants and Julmust with spices, citrus or tonka bean as flavor carriers.
    -Ecology and sustainability in focus: Many producers emphasize the importance of sustainable packaging, organic ingredients and short distribution chains.
    -Julmust as a Swedish icon: Several breweries describe Julmust as "part of Swedish culture," something that unites generations and awakens the Christmas spirit as early as October.
    “Julmust evolves with consumers, it is both nostalgic and modern at the same time. Whether it comes from a small workshop in Skåne or a large facility in Dalarna, Julmust is a shared tradition. The breweries show how Swedish drinking culture can both renew itself and preserve its soul. Julmust is part of Sweden’s drinking history,” says Anna-Karin Fondberg, CEO of Sveriges Bryggerier (which, not surprisingly is Sweden’s oldest industry organization, founded in 1885).

  • Julmust is a must at Christmas. In a new Kantar Sifo survey, almost a fifth of Swedes say it is unthinkable to celebrate Christmas without Julmust. When asked what they drink at Christmas, 61 percent said Julmust, making it the most important drink at Christmas.

  • There is no major market abroad for Julmust, and a brewery with a large share of the Swedish market has stated that it is difficult to grow beyond Sweden a product that is so strongly linked to Swedish traditions. At least one Swedish brewery has exported Julmust to the USA, namely a brewery in Kolsva that sent 50,000 bottles there about 10 years ago. We haven’t been able to judge their success, the brewery is no longer in business. A variety produced in the USA is sold under the name Grandpa Lundquist Christmas Soda and is available at many Scandinavian specialty stores and even Target (a 4-pack of 12 fluid ounces is $25.95 at Target).