Ica Store in Sweden Begins Selling Christmas Must in September, Citing ‘Tradition’
OSKARSTRÖM, SWEDEN - An Ica supermarket near Oskarström, outside Halmstad, Sweden, has begun selling julmust - a popular Swedish soft drink traditionally consumed during Christmas – as early as September 1st, sparking both enthusiasm and debate among customers. Ica dealer Daniel alm says stocking the festive beverage ahead of schedule is a three-year tradition aimed at exceeding customer expectations.
While Ica’s central warehouse isn’t yet taking Christmas must orders, Alm’s store is sourcing the drink locally from Krönlein’s brewery in Halmstad. “It is a tradition we have had for the past three years, to correspond to and exceed our customers’ expectation,” Alm explained. The store also offers foam and plans to stock lussekatter (S-shaped saffron buns) for Tuesday coffee service next week.The early availability of Christmas must, a beverage deeply ingrained in Swedish holiday celebrations, has drawn attention from local media, including Hallandsposten. Alm acknowledges the mixed reactions, noting that while many customers enjoy the early festive cheer, others believe it’s too soon. Despite the differing opinions, demand has been high, with the store selling “a bunch” of pallets during the first week.
Alm added, “We generally try to be early in all seasons, all year round. but Christmas we are passionate about a little extra… Then it’s fun to give some local joy.”