There's no escaping the hype around egg nog that takes over local social media this time of year, as egg nog makes its way back into the dairy fridge.
Egg nog lovers - this one's for you.
Q: Why do so many people drink egg nog over the holidays?
A: It’s everywhere – so you just can’t egg-nore it…
OK bad jokes aside, the good news for the egg nogaholics out there is that the decadent festive favourite is back.
Cherished by generations of Luxembourgers, egg nog is synonymous with this time of year, evoking the nostalgia of childhood Christmases.
As if it has landed from Heaven itself, the distinctive creamy classic has reclaimed its place of honour in supermarket refrigerators all over the Grand Duchy, heralding the start of the festive season. And with it the social media shout-outs abound, all for good reason apparently.
The old adage of what's rare is wonderful is never so apt as the limited-edition specialty is only found on shelves until New Year when it vanishes again for another year.
For the exclusively wintertime beverage, "the hype is even bigger if you can't get it the whole year round," a spokesperson from Luxlait told RTL Today.
"Egg nog is a product that is quite special and has been on the market so long that Luxembourgers will remember it as a child.
"Nowadays when you ask people about egg nog, they always think it's a Luxembourgish tradition. It has already been there so long, they don't even know where it comes from," they say.
And the history of the much-lauded drink in Luxembourg is certainly an interesting one.
The company began producing it in the 1960s based on an American recipe. So desperate were the American troops, based in Germany, to get their egg nog that they approached Luxlait, providing them with the recipe and asked them to replicate their beloved beverage.
Following on from this fateful collaboration, Luxlait saw the opportunity to scale production, making it available on the home market. The strategy paid off and egg nog in Luxembourg really hit its stride and so the love affair with the comforting winter classic began.
According to one titbit posted online on the topic, in the early days of fresh egg nog being available, it was delivered directly to the milk farmers and the farmers in turn sold it to their fellow villagers.
No yolkin' around
As the decades passed the recipe evolved from the original used and today has its own distinctive taste.
"Nowadays the Luxembourgish egg nog is quite different to the American one," explains the Luxlait spokesperson.
In what may come as a surprise to some, the fresh egg nog variety sold in Luxembourg today is egg-free. The ingredients are milk, cream, sugar, cinnamon and rum aroma. There is also a UHT version available for the export market.
In a nod to the fascination with the drink that so cosily epitomises Christmas, Luxlait extended its egg nog offering last winter. After listening to their customers, they debuted egg nog ice-cream to rave reviews on social media, a huge success according to the company.
"We had to produce another batch it went so well."
Don't 'nog it until you've tried it
Despite its reputation as having a divisive taste, the Luxlait spokesperson assures us that "once you have tried it you will love it."
For those who are unfamiliar with the creamy concoction, I stand among you.
I only once tasted a homemade version, expertly prepared one Christmas by my cousin Karen, who was living in New York at the time and who brought with her the preparation know-how.
Frankly it just wasn't really a thing in our part of the world.
With this in mind, is there a wider market that Luxlait can tap into among the expat community who may not appreciate the custom of egg nog?
Luxlait's marketing strategy doesn't specifically target expats or frontaliers but rather represents an overall drive aimed at all Luxembourg residents.
"In general, marketing in Luxembourg is always quite difficult because there are so many different communities that you want to address. We have the advantage with the English-speaking communities in Luxembourg, if they come from the UK or America, they already know the product and they buy it."
So, this year I'm resolving to see what all the hype is about. In the fanciest glass I can find I'll give egg nog, Luxembourg-style, a try.
After all, ’tis the season!
Editor's note: Egg nog isn't the only drink for which we need to thank the Americans - there's also chocolate milk.