September 11-15, 2017

Cheers to the Holiday Season

Getting a bit more for their money is something consumers are always interested in, especially during the holidays when purchases can add up quickly. According to Baynote, a leading provider of personalized customer experience solutions for multi-channel retailers, holiday spending is expected to increase by 11 percent over last year. That increase would bump this year’s holiday spending to $640 billion in the United States.

The single demographic that will be spending the most this giving season is projected to be millennials, according to Prosper Insights & Analytics, followed by Generation X consumers, leaving boomers spending the least on gifts. But even though millennials might be the most giving group, the majority of the planned holiday spend would still come from the combined Generation X and boomers, notes Prosper,  which together accounted for two-thirds of the holiday spend last year.

Either way, beverage alcohol companies aim to offer something for everyone. Here’s a look at what some companies are offering to entice consumers to their brands and inspire a giving season.

Beam Inc. has a large portfolio of holiday-themed items. Among them is one of the company’s newest brands, Skinnygirl. The brand that now boasts more than 20 different products across multiple beverage categories, including ready-to-serve, vodka and wine, is adding a little more glam for the holiday with gift bags and a limited time offer prosecco.

“Given the premium nature of the brand, the gift bags provide a classy package for the ultimate gift-giving occasion,” says Kelly Georgetti, Skinnygirl activation director, Beam Inc. “This is the time of year when our consumer is hosting the most and attending holiday events. We will help her raise the spirit of the holidays when she is entertaining or out celebrating with friends and family with our low-calorie options. Skinnygirl cocktails provide an easy and simple way to brighten up any holiday event.”


Jim Beam also is offering a variety of gift-giving options. The brand has extended its line of Kentucky straight bourbon whiskey to include different flavors and varieties. Among them is Red Stag by Jim Beam, which had three of the top five best-selling flavored bourbons (Red Stag Black Cherry, Red Stag Honey Tea and Red Stag Cinnamon) last holiday season, according to Nielsen.

This season, the Red Stag holiday gift pack offers a 750 ml bottle of Red Stag Black Cherry and three smaller 50 ml bottles including Black Cherry, Spiced and Hardcore Cider along with cocktail recipes on the back of the pack that best highlight the spirits.

“Our two primary objectives this holiday season are to showcase our products as perfect holiday gifts and to drive trial among those who have yet to experience our fantastic brands,” says Jen Rubino, whiskies activation director, Beam Inc. “Since Red Stag makes a perfect holiday cocktail, we recognize the opportunity to drive trial of our Red Stag line of flavored products.”

The gift pack is offered at the same price of the 750 ml bottle and with each purchase a donation to Operation Homefront’s Holiday Meals for Military Mission will be made.


Moet Hennessey USA’s holiday offerings include gift sets with the idea of making cocktails and hosting holiday offerings. Belvedere Perfect Cocktails Holiday Pack offers a 750 ml bottle of Belvedere Vodka along with two stem-less martini glasses. 10 Cane Rum also looks to inspire consumers with the 10 Cane Party Pack that comes with a 750 ml bottle of 10 Cane Rum and two acrylic Collins glasses for outdoor occasions.  


Shmaltz Brewing Co. is celebrating its beer with a gift pack featuring eight different He’brew beers including the brewery’s new Death of a Contract Brewer Black IPA in honor of its new brewery that is a special release for the holidays. Shmaltz Brewing Co., born and based in San Francisco, Calif., recently opened a 50-barrel brewery with a capacity of 20,000 barrels in Clifton Park, N.Y. where the beer is brewed and bottled. Known for its He’brew line of kosher beer, Shmaltz also is including its Jewbelation Reborn with 17 malts, hops and 17 percent ABV.

“After 17 years with the building of our very own brewery now in upstate New York, we wanted to blow people’s taste buds away with the breadth and creativity of our recipes and flavors,” says Jeremy Cowan, proprietor, Shmaltz Brewing Co. “The gift pack boasts a rock-star lineup of unique, special release, collaboration and barrel-aged beers that would amaze any beer judge and will delight any beer lover.”


Bacardi has a variety of holiday gifting options for its brands including one focused around the classic martini. Bombay Sapphire is being offered in a gift pack with a coupe glass and recipe booklet for consumers to make their own classic gin cocktails at home.

In addition, the company is introducing a new product, Bombay Sapphire East, which is the first new gin launch from the brand in more than 25 years. Previously exclusively available in New York and Las Vegas since September 2011, Bombay Sapphire East now has become available in markets across the country. This new extension is infused with two additional botanicals—Thai lemongrass and Vietnamese black peppercorn.

To help ring in celebratory events, Martini has new premium packaging to highlight its 150th anniversary. The new look is across the sparkling wine’s portfolio and includes Prosecco, Rosé and Asti. According to the company, the packaging incorporates premium finishes and effects and uses color variants for each product allowing for easy selection. A new shield-shaped label with a high-impact Martini Ball and Bar logo is paired with a contemporary and graphic vine motif on the bottle intended to reflect the artisanal nature of Martini Italian sparkling wines. And to remind consumers of the brand’s heritage, the label carries the Martini heritage crest and European coat of arms with the company’s foundation date—1863—prominently displayed.

For the company’s range of Bacardi products it’s offering a variety of product with a bat pourer for Bacardi, Bacardi Oakheart, Bacardi Limón and Bacardi Gold. In addition it’s also offering two packs with Bacardi and Bacardi Gold and a shaker for consumers to mix up their own cocktails while celebrating the season.   

The Boston Beer Co. is releasing The Samuel Adams Winter Favorites Variety 12-Pack this November for holiday celebrations. This year’s variety pack will include two new beers—Juniper IPA and Cherry Chocolate Bock—with Boston Lager and returning winter brews, Winter Lager, White Christmas and Old Fezziwig Ale. According to the brewer, Samuel Adams Cherry Chocolate Bock is a “treat” with chocolate and sweet, subtle tart notes of cherries. This beer is aged on a bed of dark cocoa nibs that results in a malty, chocolaty and dark fruit flavor that is described as rich and complex. Samuel Adams Juniper IPA is slightly sweet and has piney flavors from juniper berries and citrus notes from American hops, the brewer says. This brew is described as bright and well balanced.

“With our variety packs, we like to include a range of styles and flavors to encourage drinker exploration. In our Winter Favorites pack, we have selected a mix of brews to match the winter season. Each of these beers provides a rich and bold drinking experience, perfect for cooler temperatures and festive occasions,” says Jennifer Glanville, Samuel Adams Boston brewery manager. “It’s also really important for these beers to pair well with a variety of holiday foods because there are so many reasons to get together with family and friends this time of year.”  

Share this Article: