#julmust

[zzzora]

[klump-kloss]

Ne men... Jag vet inte...

[drcalvin]

Every year when that Coca-cola ad with the Christmas jingle starts playing (yes, I know it's AI this year)...

I know it's time to buy julmust.

This year I heard a Pepsi and, so I figured, fair's fair. And bought another brand of julmust.

What is julmust? It's a dark, malty soda drunk for Christmas and (relabeled) Easter in Sweden.

And it's popularity is such that the sale of other sodas drop with about 50%, since 1999 until 2024. And that has bothered the Coca-cola company since at least the early 2000:s when they began making a lot of winter marketing here. It's dropped back a bit, but it used to be the pumped their ads throughout cinemas and before every big family film on all TV channels.

To... no result.

Defeated by vintage-style labels and Santas, and marketing that mostly stuck to grocery store towers and discounts. Julmust already won the war, now they just needed you to pickt their particular version.

Three of the bigger brands; behind the older names, we now find the companies Spendrups (who make Coca-Cola on license in Sweden, but aren't owned by them), Carlsen Breweries and Kopparbergs.

[dendro80]

Christmas (Jul) have passed and its a new year. A few more days is considered Jul still so I am going to enjoy that time with the decorations. 🎄🎅🏻

God Jul Och Ett Gott Nytt År till er alla i efterskott! 🎄🎊🥂✨🎁

Avesta, Dalarna, Sweden

[official-gar-posts]

Not gar related at all but this is my most popular blog so I should ask here. Does anyone know where I can get Julmust outside of Christmas time in the US? For some reason I've been really wanting some but I can't find it anywhere since it's not winter. If anyone has copycat recipes that would be awesome too.

[clatterbane]

Getting into the culturally mixed Christmas spirit here! About to put together a bourbon and julmust, because why not.

I pretty much burned myself out on bourbon (and whiskeys in general*) in my teens, after one too many ill-advised drinking sessions where I made myself violently sick off the stuff. But, heading into the holiday season this year, I got the urge to pick up a bottle primarily to use in some fairly traditional festive recipes like bourbon balls. So, we've got a "pint" bottle of some brand I've never tried before.

And now I'm about to try a tot of it in some extremely Swedish pop.

* I also live with a whisky enthusiast. Who has, much to his credit, never tried to get me to drink it with him. Other than taste testing a sip of a couple of liqueurs he made using some of his "good" stuff. (The verdict? Would have been great using something like brandy instead!) Probably also because he recognizes--quite rightly--that it would be wasted on Little Mx. Ghosts of Wild Turkey Poisoning Past here.

[jajna]

I got the back of my fridge full of Julmust. No one can tell me this is not a wonderful sight~<3

For anyone unfamiliar. This is Swedens beloved Yule/christmas drink Julmust (non alcoholic). It's sweet and very foamy compared to coca cola who's shunned on the table.

IM SO HAPPY I CAN DRINK THIS AGAIN!!!! <3

[ensignjoel]

You: "I'm getting ready for halloween even though it's not even October yet, haha I'm so quirky

Me: