PRESS RELEASE

The Easter weekend is approaching and for many Swedes it won't be Easter without Easter must. It also shows recent sales figures for Apotekarnes Påskmust, which this year, for the first time, will exceed nine million liters in sales.

Must was launched as a non-alcoholic alternative to beer at the beginning of the 20th century and then developed into Christmas must, which quickly became a success. Nowadays, Swedes drink close to 50 million liters of must every year. Around 80 percent of consumption takes place during Christmas, but it is the sale of Easter must that increases the most - fifteen years ago Swedes consumed around four million liters of Easter must, in recent years sales have amounted to over ten million litres.

Apotekarnes Påskmust is the Swedes' favorite on the Easter table and accounts for over 80 percent of total Easter must sales. This year, there is most evidence that Apotekarnes Påskmust will pass nine million litres, which is a new sales record.

- The Easter must is as obvious during the Easter weekend as the Easter candy, eggs, herring and the other classic dishes on the Easter table. This year everything points to a sales record for Apotekarnes Easter must, there are not many bottles left in our warehouse in Falkenberg where we brew Sweden's most popular must, says Henric Byström, Communications Manager at Carlsberg Sweden.

More and more people choose sugar-free Easter must

Sugar-free Easter must has taken an increasingly large share of total Easter must consumption in recent years - sales of Apotekarnes' sugar-free version alone have more than tripled in five years, and last year sales of Apotekarnes Påskmust Sockerfri passed the three-million liter mark. But Apotekarne's regular Easter must still accounts for the largest volume with nearly six million litres.

About Apotekarnes

Apotekarnes Bryggeri was founded in 1874 when Stockholm's pharmacists merged into Apotekarnes Mineralvattens AB. From the beginning, only water types were produced, but since 1908 soft drinks have also been produced. In 1964, Apotekarnes was incorporated into Pripps and since 2001 the brewery has been part of Carlsberg Sweden.

Carlsberg Sweden

We are Brewing for a Better Today & Tomorrow

Carlsberg Sweden is, with more than 50 strong brands, Sweden's leading beverage company. We develop, manufacture, distribute, market and sell beer, cider, mineral water and soft drinks. Some of our well-known and popular brands are Falcon, Carlsberg, Eriksberg, Ramlösa, Somersby and Pepsi. Carlsberg Sweden's success is a combination of strong local and international brands, brewing tradition and sustainable business that stretches back more than 300 years. By being innovative, we drive the development of Swedish drinking culture, while at the same time protecting tradition, craftsmanship, high quality and sustainability. Read more about Carlsberg Sweden and our sustainability work Together Towards Zero.

Source:

Nielsen DVH, Volume, Paskmust

https://news.cision.com/se/carlsberg-sverige/r/apotekarnes-paskmust-slar-forsaljningsrekord,c3747217