This one is aimed at swedes mostly, since it deals with our traditions and stuff. I'll just post it here, anyway.
The idea is that christmas starts a little bit too early, and that the food isn't really as good as people try to make it to be.
Now, what the hell is julmust? It's a drink that's sold in Sweden around christmas time. It's kind of like a soda, but with a kind of bitter taste. Like beer, but not so much.
Swedes are usually completely crazy over this drink, for some reason.