HOLIDAY SPIRITS

Embracing the gift of connection or marketing hype?

February 2025

Introducing Miramur - our new drinks insight report where we discuss all the latest topics and trends within the drinks industry.

The first report in our series discusses the topic of Holiday Gifting, off the back of the festive period we explore what brands did well during the 2024 holiday season, taking a deep dive into the Christmas consumer psyche, we’re tapping into behaviours and what makes people tick, and uncovering how brands are activating to celebrate the season. From high-end luxury, to the ever-evolving world of digital and traditional supermarket retailers.

THIS REPORT EXPLORES:

• What drives gifting? An exploration of the nuanced consumer psyche and social trends impacting the gifting sector in 2024.

• Global drinks trends that brands are leveraging to reach their target demographic and become THE Christmas gift of the season. 

• How drinks brands are driving gifting across retail channels from high-end department stores to grocery, ecommerce and beyond. We’ll uncover what works and what to avoid in the lead up to Christmas. 

• Finally, we look ahead, using our knowledge to consider how alcohol brands can harness new trends and continue to innovate the gifting space in 2025. 

It’s clear that the most successful brands align gifting with the wider marketing strategies connecting seasonal relevance with emotional relevance. This approach is a strong indication that the brands are indeed embracing connection and seasonal gifting is more than a pulse period moment but a strategic imperative for long-term business success.

To learn about this and more, read our full report here:

We want to work alongside you to make a big impact this gifting season and beyond.
If you’re ready to take your brand’s gifting strategy to the next level please get in touch.