Påskmust in Sweden 2025

In 1910, Harry Roberts and his father, Robert Roberts, developed Julmust as an alternative to beer, establishing it as a classic Swedish Christmas beverage. Over time, Swedes felt the Christmas season was too brief to fully enjoy the drink, leading to the creation of its Easter counterpart, Påskmust. Despite the different branding, the content of the drink remains identical throughout the year, with "must" occasionally sold under its generic name. Julmust and Påskmust have become symbols of Swedish holiday traditions, with a stronger association with Christmas.

Easter Drink

The popular Swedish beverage Påskmust, enjoyed especially during Easter, is distributed across Sweden by various companies, but its syrup has always come from Roberts AB in Örebro. Interestingly, Påskmust shares the same recipe as its Christmas counterpart, Julmust. Both are made with carbonated water, sugar, hop extract, spices, citric acid, and caramel coloring, offering a distinctive and beloved flavor associated with Swedish holiday traditions.

Coca Cola

In Sweden, julmust and påskmust are so popular during their respective seasons that Coca-Cola sales drop by as much as 50% when these beverages hit the shelves. Coca-Cola has tried to counter this trend with aggressive holiday campaigns, including one memorable ad showing Santa Claus with a Coca-Cola bottle alongside the tagline, “A must for Christmas.” The wordplay on "must" references both the Swedish holiday drinks and the English phrase "must-have," cleverly attempting to position Coca-Cola as essential during the holidays.

Easter in Sweden

Easter in Sweden is more about spring and family gatherings than religious traditions. Homes are decorated with colorful feathers and eggs, while picnics, barbecues, and bonfires mark the festivities in some regions. Swedish Easter celebrations include unique customs like egg rolling competitions, such as "äggpickning," where participants roll decorated eggs down a hill, and "påskäggrullning," a lively race involving eggs propelled across a course. Skansen, Stockholm’s iconic open-air museum, is a highlight for celebrating, offering a vibrant showcase of Swedish Easter traditions along with family-friendly workshops and activities amidst the fresh air and spring sunshine.