As summer heat envelops Sweden, AB Roberts in Örebro has already begun producing the beloved Christmas soda, julmust. The company, a key supplier to nearly all breweries in the country, starts its production in August to meet the high demand. Despite the early start, the festive drink won't hit the shelves just yet.
Christmas Soda Production Kicks Off: A Swedish Tradition in Full Swing
Christmas Soda Production Kicks Off: A Swedish Tradition in Full Swing
When should one start preparing for Christmas? Now, if you ask the julmust manufacturers.
"There's a lot to be distributed," says David Roberts, CEO of AB Roberts.
While the country basks in summer heat, Örebro is already in a festive mood. AB Roberts, a company supplying julmust to nearly all breweries in Sweden, has commenced production. This was first reported by NA.
"We always start in August. There's a lot to manufacture," says David Roberts, who was cooking dinner when Expressen called him. When asked what he was drinking, he replied:
"Julmust, what else would one drink?"
David Roberts is the CEO of the family-owned AB Roberts, which has been producing julmust for over 100 years. He shares that the company is now stocking up and distributing to stores.
"But I hope it will be a while before they start selling," he adds.
The Biggest Consumers
The early start of production isn't surprising—Swedes consume liters of julmust every year. According to sales figures from Carlsberg, people in northern Sweden drink the most, averaging 3.56 liters per person, while Stockholmers drink the least, at just 2.17 liters per person.
David Roberts doesn't disclose the exact amount of julmust produced annually but mentions that the company supplies nearly all breweries in the country.
"We create a base that everyone uses, and then they spice it as they wish. The original recipe is ours; when you think of julmust, it's us."