Easter came late this year, but the sale of Easter must still expected to come up with previous years’ sales figures. Today’s industry Has talked to the breweries Carlsberg, Hammars Brewery and Spendrups, which owns soft drinks that sell both Easter must and Christmas must.
All companies say that Easter must sell well, but far from the same amount as the Christmas must. Comparatively, more than 40 million liters of Christmas must be sold each year, while only about 9 million liters of Easter must be sold. The reason, according to Carlsberg’s communications manager, is a mix of tradition and time.
– The Easter must have a short period before the Easter weekend where the sale nails, but very few people buy the days after Easter. Christmas period is much longer and where sales are high throughout December, says Casper Danielsson to Dagens Industri.
The Easter must start selling in stores a few weeks before the Easter weekend, while Christmas must start selling already at the end of September.
– The Easter must have to end in stores after Good Friday, no one buys Easter must on the other day, says Anders Markstedt, CEO of Hammars Brewery, to Dagens Industri.
But despite the short sales, Easter must have an important seasonal product that is a major contribution for companies’ turnover, as well as a good way to get people to buy soft drinks between Christmas and summer, when soft drink consumption is usually low.
Many discussions about there is actually any difference between Easter must and Christmas must have been held over the years. The answer to the eternal question is still kept secret on Spendrups.
– That’s the question everyone always wonders, but we have a secret recipe, so no comments are probably my answer, says Jon HilanderMarketing manager of alcohol -free at Spendrups.
But at Hammar’s brewery, they admit that the two soft drinks are made in the same way, and have been done in the same way since the start of the 20th century. Even at Carlsberg, they say that what is different is only the opportunity and experience.
– They are produced in the same way and the only difference is the storage. But like many others, I feel that they taste differently, ”says Casper Danielsson.