So what’s in store for this Christmas and which sectors of BWS might see increased footfall for gift shoppers?Ĭhampagne, of course, is a gift that will outshine many others under the Christmas tree, but with its luxury status suppliers are keen to remind retailers that gifting doesn’t have to be limited to the festive weeks. Nick Temperley, head of Diageo Reserve Brands GB, adds: “Listening to consumer demand is key to ensure they are not burdened with leftover festive gift packs come January.” It makes for being more cost effective and not everyone wants a free glass.” Laura Schijvens, brand manager at Indie Brands, says: “We think more brands will focus on gift packs rather than offering a free item.
Free gifts and glassware have not disappeared but certainly for 2016 many suppliers are focusing more on getting the box or tube right. The word “premium” features a lot at Christmas and certainly gifts of alcohol should have a look of luxury, but there’s been a shift towards stylish – rather than festive – packaging, in order to give some longevity with stocks. It makes that festive shopping experience easier and more pleasurable and the giftee can breathe a sigh of relief – alcohol at Christmas surely beats socks, scarves or bubble bath. Of course bottles of wine or whisky have always been popular gifts at Christmas, but other drinks are now making more of an effort to get in on the act through a combination of high-profile ads, POS activity or specialist gift packs.Īnd, thankfully, it’s increasingly seen as acceptable – rather than lazy – to give alcohol, which means it’s a win–win for the consumer. Consumers across the country must be overjoyed by the fact that gifting in alcohol is now a “thing”.
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