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The Swedish beverage julmust served on board the Viking Cinderella ferry. Photo: AleWi (CC BY-SA 4.0)
Summary
The festive Swedish beverage, Must, dethrones Coca-Cola in sales each holiday season. Dive into the rich history of this unique drink, explore its traditional brewing process, and understand why it's a staple on every Swedish holiday table.
Must: Sweden’s unique seasonal beverage
Must is a fascinating Swedish soft drink with a rich cultural history, most famously known through its seasonal variations, julmust and påskmust. This unique beverage is a quintessential part of Swedish holiday traditions.
What is Must?
Must is a non-alcoholic, carbonated soft drink with a distinctive flavor profile. Despite its name suggesting “freshly pressed juice” in winemaking terminology, traditional must contains no actual fruit juice. Instead, it’s a malt-based beverage with a complex taste reminiscent of root beer, cola, and, to some extent, porter or svagdricka.
Seasonal variations
Julmust (Christmas version)
- Consumed during the Christmas season
- Accounts for approximately 50% of soft drink sales in December
- Outsells Coca-Cola during the holiday period
Påskmust (Easter version)
- Same recipe as julmust, but rebranded for Easter
- Demonstrates the drink’s versatility beyond Christmas
Historical origins
The story begins in the early 20th century with Harry Roberts, a Swedish chemist. In 1910, Roberts and his father created this beverage as a non-alcoholic alternative to beer. They intended the drink as an intriguing substitute for stronger beverages like Christmas beer and similar ones.
Unique characteristics
This beverage is crafted from a secret recipe known only to three people, and it contains a blend of ingredients such as:
- Carbonated water
- Sugar
- Hop extract
- Malt extract
- Spices
- Caramel coloring
Julmust – The Soda That Outsells Coca-Cola
Every December, Swedes reach for julmust—a dark, malty soda that’s so beloved it knocks Coca-Cola off store shelves during the holidays. Invented in the early 20th century as a non-alcoholic Christmas alternative to beer, julmust has since become a festive staple. Its exact recipe remains a closely guarded secret, but its nostalgic taste brings back memories of family dinners, candlelit tables, and snowy evenings. For many, Christmas in Sweden simply isn’t complete without it.
Cultural significance
This drink is more than just a beverage in Sweden—it’s a cultural tradition. Swedes are passionate about their must, with approximately 45 million liters consumed during December alone. This drink is so beloved that even Coca-Cola has unsuccessfully attempted to compete with its version.
Availability
Must is primarily available during holiday seasons:
- Christmas (November-December): Julmust
- Easter: Påskmust
- Limited availability during other times of the year
For tourists and travelers, trying must offers a unique glimpse into Swedish culinary traditions and festive culture.
Visit Info
Swedish drinks: Must
Must, Julmust, Påskmust
Other Info
Must is a beloved Swedish soft drink traditionally consumed during Christmas (Julmust) and Easter (Påskmust). It is a dark, sweet, and lightly spiced soda with a unique flavor derived from a blend of malt and hops extract. Must outsells cola during the holiday season in Sweden and is an iconic part of the festive table.
