Trends: Lifting the Christmas spirits

By Hamish Graham

Published: 21 October, 2026

Across the on and off-trade thoughts turn to festive trading early in the year. This happens well in advance of bar-goers ordering warming cocktails as the days grow darker, or supermarket shoppers hunting retail shelves for the ideal whisky for Dad. Anticipating what trends will emerge in these oh so important weeks for spirits sales can help businesses gain a much-needed boost ahead of the competition. This is particularly important given the squeeze on consumers’ festive booze spend in recent years.

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