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 and cola.
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 must story begins in the early 20th century with Harry Roberts, a Swedish chemist. In 1910, Roberts and his father created the beverage as a non-alcoholic alternative to beer. The drink gained significant popularity during Sweden’s alcohol prohibition era.
Unique characteristics
- Secret recipe known only to three people
- Contains ingredients like:
- Carbonated water
- Sugar
- Hop extract
- Malt extract
- Spices
- Caramel coloring
Cultural significance of Must
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 own 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.
