During the Christmas season, sales of Coca-Cola drop by as much as 75% in Sweden. Considering the reverse trend the drink enjoys elsewhere across the world, this strikes as quite odd. But that's because, unlike Sweden, the rest of the world doesn't have Julmust. Julmust is not unlike coke in style but it's available only at Christmas and Easter (at whic…
© 2025 William Reidie
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