Joluca energy drink

Joluca is a contemporary Swedish energy drink brand that has gained significant popularity through its association with digital culture and social media influence. The brand was co-founded as a joint venture between the Swedish beverage company Umida Group AB and the prominent Swedish YouTube comedy trio JLC (comprising Jonas Fagerström, Lucas Simonsson, and Carl Déman), from whose names the brand 'Joluca' is derived.

While the creative direction and marketing are heavily influenced by the JLC trio, the technical development and distribution are managed by Umida Group. The brand focuses on functional beverages, emphasizing a balance of caffeine, vitamins, and minerals without excess sugar. As of 2026, Joluca is a key subsidiary within the Umida Group's portfolio, continuing to expand its presence across the Nordic retail market.

Production typically takes place within Sweden to serve its primary Scandinavian consumer base. The brand's rapid growth has been driven by its strong connection to the Swedish youth market and its strategic placement in major retail chains such as ICA, Coop, and Axfood.