Kullamust makes its mark globally with Swedish beverage tradition

mustly-range
Mustly - Kullamust

How do you take a nearly century-old apple pressing tradition from southern Sweden to international markets, while navigating regulatory frameworks, cultural preferences and increasing demands for quality and scalability? For Kullamust, the answer has been a combination of solid craftsmanship, strong partnerships and the support of Business Sweden and the Try Swedish export programme.

Kullamust has been producing natural apple juice in the Kulla peninsula since 1929. With deep respect for tradition and a genuine love for raw ingredients, the company has developed a production process that combines heritage craftsmanship with modern technology. The result is clean, flavourful beverages made from 100 percent fruit and berries, without added sugar, sweeteners or artificial additives.

In 2022, Kullamust took the next step and launched Mustly, a sophisticated non-alcoholic sparkling drink containing 55 percent apple juice, developed specifically for an adult audience.

When the company decided to expand internationally, the ambition was clear, to reach consumers seeking premium beverages with high quality and a sustainable profile. Kullamust first entered European markets, then expanded into Asia and the Middle East, where demand for authentic and natural drinks is growing rapidly.

“Collaborating with large international partners has been a key door opener. It has given us credibility and visibility, while raising internal standards that strengthened our organisation.”
Magnus Bergman, Sales Manager, Kullamust

The international journey brought several challenges. The company needed to manage different regulatory standards and certification requirements, scale logistics and production without compromising quality, and build brand recognition in new markets.

Collaborations with larger international partners became important door openers, providing credibility abroad while raising internal standards. Working closely with local distributors, Kullamust ensured the right positioning in each market, adapting products to regulatory requirements, taste preferences and price expectations.

“Our core strengths lie in premium products with a clear origin, consistent quality and flexibility in close customer relationships, combined with a strong Swedish brand built on sustainability and purity.”
Magnus Bergman, Sales Manager, Kullamust

Challenge
To take a nearly 100-year-old craft tradition to international markets with varying regulations, high quality requirements, logistical complexity and limited initial brand awareness.

Solution
Strategic partnerships, close collaboration with local distributors and support from Business Sweden, including networks, trade fairs and market advisory, ensuring the right positioning and compliance with market-specific requirements.

Results
Kullamust is now established in more than 20 international markets, has increased global visibility and strengthened its position as a premium supplier of Swedish beverages.

Value
A stronger, more competitive international brand and a clear ambassador for Swedish beverage tradition, well prepared for continued global growth.

Kullamust-3
“Through local partners and careful market analysis, we ensure that our beverages meet the right taste preferences in every market.”
Magnus Bergman, Sales Manager, Kullamust

The support from Business Sweden played an important role in this journey. Through networks, international trade fairs and advisory services, Kullamust gained access to valuable contacts and market insights that would have been difficult to secure independently, contributing to stronger visibility and a more solid international presence.

Today, Kullamust is present in more than 20 countries, gaining strong traction among consumers, distributors and partners. The combination of heritage craftsmanship, premium positioning and strategic partnerships has strengthened the brand internationally, while also enhancing the company’s internal capabilities in quality assurance, logistics and scalability.

Most importantly, Kullamust has established itself as a strong ambassador for Swedish beverage tradition, ready to continue sharing sustainable, refined and genuinely great taste from Sweden with the world.

“The support from Try Swedish has provided networks, exposure at international trade fairs and advisory services, giving us access to contacts and insights that would have been difficult to reach on our own.”
Magnus Bergman, Sales Manager, Kullamust

Contact
Want to learn more about how we can help you grow global sales? Get in touch with our food and beverage export experts.