I think for foreigners, Julmust is a 'love it' or 'hate it' type of drink. As well as Irn Bru in Scotland, and Inca Cola from Peru, it's the only other drink to out sell Coca-cola.
But given its reputation in Sweden, I hadn't heard of it and was caught unwares when I was handed a glass of it last christmas. It looks like cola; it's the same colour, same fizzy-ness, and for the unsuspecting non-Swede, taking a long gulp of the stuff can be hazardous to your health.
Julmust is very much an accquired taste! But, after five days of drinking it, it grew on me, slowly.
What I also wasn't warned about, was the withdrawl symptoms of coming off Julmust. After drinking it for five days straight, and then returning home, I found myself muttering random Swedish phrases to myself, and eye-ing all cola-like products suspiciously.
Surprisingly though, I find myself missing Julmust, especially as it's coming closer to christmas. I think I may have to persuade my Swede to smuggle some over when he comes to visit!