Why not being silly…
poor James did find an all-too early end, but I am sure that becoming an icon and preferring a bottle of milk over beer to cool his head is setting a role-model which can be extended by imagining him as the rebellious son of Santa Claus. Come on, the witch Befana is putting sweets into the stockings of children in Italy and everything is a scheme of Coca Cola anyway, appropriating Scandinavian mythology.
Lets remember, Christmas is covering up the pagan solstice of the Wild Hunt heading back into longer days representing the real apex of the year…
