Ica Store in Sweden Begins Selling Christmas Must in September, Citingโ ‘Tradition’
OSKARSTRรM, SWEDEN โข- An Ica supermarket near โคOskarstrรถm, outside Halmstad, โSweden, has โbegun selling julmust -โค a popular Swedish soft drink traditionally consumed during Christmas – โคas early as September 1st, sparking โboth enthusiasm and debate among customers.โ Ica dealer Daniel alm says stocking โฃthe festiveโ beverage ahead of schedule is aโฃ three-year tradition aimed atโ exceedingโ customerโค expectations.
While Ica’s central warehouse isn’t yet taking Christmas โmust orders, Alm’s store is sourcing the drink locally from Krรถnlein’s brewery โขin Halmstad. “It is a tradition we have had forโ theโค past three years, to correspond to and exceedโ ourโ customers’ โคexpectation,” Alm explained. โThe storeโข also offers foam and plans to stock lussekatter (S-shaped saffron buns) forโ Tuesday coffee service next week.The early availability โฃof Christmas must, a beverage deeply ingrained in Swedish holiday โฃcelebrations, has โdrawn attention from local media,โ including Hallandsposten. Almโ acknowledges the mixed reactions, noting that while many customers enjoyโ the early festive cheer, others believe it’sโฃ too soon. Despite the differing opinions, demand has been high, with the store selling “a bunch” of pallets during the first week.
Alm added,โ “We generally tryโ to be earlyโ in all seasons,โข all year round. but Christmas we are passionate about a littleโข extraโฆ Then it’sโค fun to give some localโค joy.”
