Six in ten people buy alcoholic drinks as gifts, showing their strong appeal in this context. For most drinks though, more people are interested in giving them as a gift than have done so, suggesting scope to drive sales by making gifting more prominent in-store and online.

Targeting more people and occasions in alcoholic drinks gifting, including female drinks recipients, can help encourage more gift purchases. Persuading people to pay a bit more for products will also be important for increasing the value of sales, with ‘premium brand’ perceptions, limited editions, customised bottles and unique flavours all sparking interest in trading up.

This Report discusses consumer behaviours and attitudes towards alcoholic drinks as gifts. The following types of alcoholic drinks are included within the research:

• Beer, including lager, ale and stout

• Cider

• Still wines

• Sparkling wines

• Fortified wines

• Whisky/bourbon whiskey

• Gin

• Vodka

• Rum

• Brandy/Cognac/Armagnac

• Liqueurs