View source for Julmust

{{Short description|Swedish soft drink mainly consumed around Christmas or Easter}}
{{Italic title}}
{{Use dmy dates|date=December 2021}}

{{Infobox beverage
| name = Julmust
| image = Glass of Swedish must.jpg
| caption = A glass of Julmust
| type = [[Non-alcoholic mixed drink]]
| proof = 0
| manufacturer = 
| distributor = 
| origin = <!--{{nowrap
}}<br />--><!--{{small|-->{{nowrap|[[Sweden]]}}<!--}}-->
| introduced = 1910
| region = [[Örebro]], Sweden
| discontinued = 
| colour = Brown
| flavour = 
| variants = 
| related = 
| website = 
}}
'''''Julmust''''' ({{langx|sv|jul}} "Christmas" and ''{{lang|sv|must}}'' English: '[[must]]' "not-yet-fermented fruit juice") is a [[soft drink]] that is mainly consumed in [[Sweden]] around [[Christmas]]. During [[Easter]], the name is '''''{{lang|sv|påskmust}}''''' (from ''{{lang|sv|påsk}}'', "Easter"). During the rest of the year, it is sometimes sold under the name ''must''.  The content is the same regardless of the marketing name, and the drink is most closely associated with Christmas. 45 million litres of ''julmust'' are consumed during December, which is around 50% of the total soft drink volume in December and 75% of the total yearly must sales.<ref name="ab-colamust" /> Must was created by [[Harry Roberts (inventor)|Harry Roberts]] and his father [[Robert Roberts (soft drink maker)|Robert Roberts]] in 1910 as a non-alcoholic alternative to [[beer]].

== Ingredients == 

The syrup is still made exclusively by [[Roberts (syrup company)|Roberts]] in [[Örebro]]. The syrup is sold to different soft drink manufacturers who then make the final product in their own way. This means that the must from different companies does not taste the same, although they are made of the same syrup.{{cn|date=April 2023}} 

Must is made of [[carbonated water]], [[sugar]], [[hops|hop]] extract, malt extract, spices, [[caramel color|caramel colouring]], [[citric acid]], and [[preservative]]s. The hops and malt extracts give the must a somewhat [[root beer]]-like taste without the [[Sassafras albidum|sassafras]] – or British/Caribbean malt drinks such as [[Supermalt]].{{cn|date=April 2023}} It can be aged provided it is stored in a glass bottle. Some people buy ''julmust'' in December only to store it a year before drinking it.<ref>[http://www.svd.se/mathalsa/mathalsa/basta-musten-2009_3979403.svd SvD: Bästa musten 2009] {{in lang|sv}}</ref> In 2013, a rumour occurred that the [[EU]] would ban julmust due to a directive banning the selling of malt beverages containing caramel colouring.<ref name="EU-direktiv">[http://www.expressen.se/nyheter/hot-mot-julmusten-efter-eu-direktiv/ Expressen: Hot mot julmusten efter EU-direktiv] {{in lang|sv}}</ref> The rumour however [[Euromyth|turned out to be false]] since julmust is not a [[fermented beverage]] and hence not affected by the directive.<ref name="EU-direktiv" />

== ''Julmust'' and Coca-Cola ==
[[File:Viking Cinderella, 20221123, julbord, the buffet, julmust, 14.jpg|thumb|alt=refer to caption|Bottles of ''julmust'' offered at a buffet.]]
In Sweden, ''julmust'' outsells [[Coca-Cola]] during the Christmas season; in fact, the consumption of Coca-Cola drops by as much as 50% over the holiday.<ref>{{cite web|title=Julmust eller Coca-Cola?|url=http://wwwc.aftonbladet.se/nyheter/9912/20/colamust.html|website=Aftonbladet|access-date=9 March 2017|date=20 December 1999}}</ref> This was quoted as one of the main reasons that The Coca-Cola Company broke away from their contract with the local brewer [[Pripps]] and started Coca-Cola Drycker Sverige AB instead.<ref name="ab-colamust">[http://www.aftonbladet.se/nyheter/9912/20/colamust.html Aftonbladet: Julmust eller Coca-Cola?] {{in lang|sv}}</ref> Coca-Cola Drycker Sverige AB produced its own ''julmust'', with The Coca-Cola Company's name occupying only a small space on the label. Their ''julmust'' was never advertised until 2004, when Coca-Cola started marketing their ''julmust'' under the brand "Bjäre julmust", but they bought the syrup from Roberts AB.<ref>[http://www.metro.se/se/article/2006/12/15/14/4458-23/index.xml Metro: Med julmust i blodet] {{in lang|sv}}</ref> By 2007, the "Bjäre julmust" was only sold at [[McDonald's]] restaurants and it had completely disappeared from Coca-Colas range of products by Christmas 2008,<ref>[[:sv:Julmust|Swedish Wikipedia: Julmust]] {{in lang|sv}}</ref> only to return for Christmas 2011.

== See also ==
*[[Malt drink]]
*[[Kvass]]
*[[Dandelion and burdock]]
*[[List of soft drinks by country]]
*[[Svagdricka]]

== References ==
{{Commons category}}
{{Reflist}}

[[Category:Christmas food]]
[[Category:Soft drinks]]
[[Category:Swedish drinks]]
[[Category:Soft beers and malt drinks]]
[[Category:Non-alcoholic drinks]]
[[Category:Swedish words and phrases]]