‘Tis the Season for Snaps

“I’m in Denmark with all of my family and brought a couple of bottles of Jule Aquavit. We think that this, by far, is the best snaps we have ever had.” – Peder Hansen, former MoDA board member

Aquavit, a spirit traditionally flavored with caraway and a blend of herbs and spices, holds a cherished place in Danish culture. Its name is derived from the Latin aqua vitae, meaning “water of life.” In Denmark, it’s often called “snaps” and has been a part of culinary traditions for centuries, dating back to the 15th century. Danes typically enjoy snaps during holidays like Easter and Christmas, as well as at lunches, anniversaries, birthdays, and other special occasions. When Danes immigrated to the United States, some traditions faded while others endured—and as these photos show, sharing aquavit is one that has beautifully persisted. 

In 2024, Norden Aquavit approached the Museum of Danish America with an exciting proposal: to release a limited-edition jule-aquavit for our Scandinavian audience. Together with Meriah Blakley of Roobea Design Co., we crafted a label inspired by the warmth and whimsy of Scandinavian holiday traditions, featuring nisse, Dala horses, julehjerter, julestjerner, straw ornaments, and folk-art motifs. 

Founded in 2017 in Michigan, Norden Aquavit has quickly become known for producing classically inspired aquavit with a modern twist. By sourcing botanicals from their own backyard and around the globe, the distillery blends innovation, meticulous craftsmanship, and a passion for the art of distilling. Their work celebrates Scandinavian heritage, honors old-world pioneers, and draws inspiration from the natural beauty of the Great Lakes region. 

Robyn Cleveland, Norden Aquavit’s distiller, brings a rich background in bartending and craft spirits. Raised in Berkeley, California, and spending his early 20s bartending in Brooklyn, Robyn later moved to Michigan with his wife, Summer, and helped found the U.S. Bartenders’ Guild—Detroit Chapter, serving as its first president.

Reflecting on the collaboration, Robyn shared, 
“Working on the Jule Aquavit with the Museum of Danish America was a joy. We wanted to create something that not only honors Danish tradition but also brings people together—because that’s what snaps is really all about.” 

Since the release of our limited-edition Jule Aquavit, the response has been overwhelming. From photos of bottles shared over festive julefrokost lunches, happy hours with friends, or even wedding receptions, we’ve loved seeing the community embrace this special spirit. One family told us that their Christmas is usually a “dry” one—until a bottle of Jule Aquavit showed up last year. Before long, everyone was squeezed into the kitchen, raising glasses and laughing as they took their first taste of Danish tradition together. It was a joyful first step toward discovering their heritage. 

For those new to snaps, we love to see it served traditionally: chilled in small glasses alongside a plate of pickled herring, smoked fish, or smørrebrød. But it’s also perfect for modern twists, like festive cocktails or as a spirited companion to cheeses and desserts. No matter how you enjoy it, Jule Aquavit is about sharing moments with friends and family. 

We’re so grateful to Norden Aquavit for partnering with us to bring this holiday tradition to life and for helping keep the joy of Danish snaps alive for a new generation. If you’ve tried our Jule Aquavit, we’d love to see how you celebrated—share your photos and stories with us! 

Whether you’re continuing a long-held tradition or just taking your first sip of Danish heritage, our limited-edition Jule Aquavit is the perfect way to celebrate the season. Bottles are available for purchase online while supplies last. Raise a glass, make a toast, and share the spirit of Denmark with the people you love — SKÅL!