 A glass of Julmust | |
| Type | Non-alcoholic mixed drink |
|---|---|
| Country of origin | Sweden |
| Region of origin | Örebro, Sweden |
| Introduced | 1910 |
| Proof (US) | 0 |
| Colour | Brown |
Julmust (Swedish: jul "Christmas" and 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 påskmust (from 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.[1] Must was created by Harry Roberts and his father Robert Roberts in 1910 as a non-alcoholic alternative to beer.