Julmust has long been a given part of Christmas festivities in Sweden. This week, a new product is appearing in certain Swedish stores, and its creator hopes it will herald a new Swedish tradition – Muslim Eidmust.
The initiative comes from 35-year-old Reza Sonbolro, who came to Sweden as a teenager and first tasted julmust, a drink he did not particularly enjoy. He then began to wonder why there wasn’t a similar beverage for other holidays, such as the Muslim Eid.
“We have plenty of delicious traditional dishes and desserts during Eid. But we don’t have an obvious drink that everyone enjoys,” he told Expressen.
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He contacted AB Roberts, the company behind almost all julmust production and whose recipe is a closely guarded secret known only to a few people. His proposal was to craft a must flavored with pomegranate, and the taste tests were promising.
The company writes on their website:
Celebrate life’s special moments with Eidmust – a fresh and full-bodied festive drink with the taste of sun-ripened pomegranate.
Eidmust is designed to unite tradition and innovation, and is the obvious choice when you want to serve something unique.
Two worlds
He emphasizes that Eidmust is for everyone, and he hopes all will be willing to try it, just as he tried julmust when he came to Sweden.
“For those of us who live here but have a different background, it can sometimes feel like standing between two worlds. But here, I felt I could build something and be a part of Sweden.”
@eidto.se From idea to reality. Here you can see the first real Eidmust cans in production. It will soon be available in stores – follow the journey here. ???????? #eidmust #eidto #nylansering #produktion #svenskdryck ♬ original sound – Eidto
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