Beverage alcohol retailers are jazzing up custom-made gift baskets, novelty bottles, and gift sets to help customers celebrate this holiday season in style. “We are embracing the novelty bottles because they make great, unique presents,” says Marty Holland, manager, The Party Source, Bellevue, Kentucky. “We just brought those products to the front of our stores. It makes it easy for customers to find things. Folks want to be in and out of the store quickly this time of year.”
Spirits sold in eye-catching novelty bottles at The Party Source include Horos The Bull Bourbon and Santa Gnome Bourbon (each at $100 a 750-ml.). Other elaborate bottles include World Whiskey Society Unicorn Kentucky Bourbon 10-Year-Old ($250 a 750-ml.), Don Chinto Lighthouse Anejo Tequila ($130 a 750-ml), and Don Chinto Iguana Reposado Tequila ($100 a 750-ml.).“We’re seeing a lot of interesting looking novelty bottles,” Holland says.
The Party Source is also carrying between 40-50 national spirit brand gift sets with the most popular ones on display in the front of the store. Big movers include Grey Goose with two branded Martini glasses ($26 a 750-ml.), Baileys Irish Cream with a coupe glass ($28 a 750-ml.), and Woodford Reserve with a metal rocks glass ($36 a 750-ml.). “Woodford Reserve is our No. 1 selling gift set, and Brown-Forman offers free engraving,” Holland says. “They will engrave a bottle, and we can put it back in the gift box.”
Advent calendars and custom-made gift baskets are also in demand. Jeppson’s Malort Advent Calendar ($80 a 750-ml.) is selling well at The Party Source. Malort, a traditional wormwood-based digestif, is considered by some to be a hangover cure. “It’s a cool December 25-day Advent calendar and selling like crazy,” Holland says. “It has a strong Chicago following. It’s sort of a badge of courage.”
Much attention goes into the store’s gift baskets. “It has to be appealing, with a great bottle, cool accessories, and lovely presentation,” Holland says. “It’s neatly wrapped with a bow and ready to go under the Christmas tree.”
In Westborough, Massachusetts, Julio’s Liquor Store focuses on custom-made gift baskets, projects with a local brewery and distillery, and events to help customers celebrate the season. Julio’s also has a hand engraver who has been working with the store for years creating custom etchings on products for customers. “We create gift baskets for people who want something out of the ordinary,” says owner Ryan Maloney. “The typical price range is $50-$150. We try to satisfy people who don’t know what they want but want something nice. We try to have Scotch available in the $100 range representing good value. We try to have Bourbon options available at $50, $75, and $100.”
To help kick off the holiday season, Maloney recently unveiled Horse Soldier 10-Year-Old Single Barrel “Thank You” Bourbon ($100 a 750-ml.). “We are already almost out of it,” he says. “It’s cask strength. The name of the barrel was to thank our vets.”
Maloney is heavy into social media with ads on Facebook, Instagram, and a local weekly radio, It’s The Liquor Talking, with a YouTube channel. “We are very active across all the social platforms,” he says. “We have local paper ads and television spots on Channel 7 with Phantom Gourmet, a regional food show, and ads on another Boston channel. It’s good coverage.”
Maloney recently teamed up with Boston’s Bully Boy Distillers to create Bully Boy X Loch & K(e)y Americano Straight Whiskey finished in a Negroni barrel ($50 a 750-ml.) and with Jack’s Abby Craft Lagers to create Bock Bock Barrel-Aged Double Bock, aged in a Loch & Key Bourbon barrel ($15 a four-pack of 12-ounce cans). “We’ve been doing one-off projects with local breweries,” Maloney says, noting five-liter mini kegs of imported high-end beer are also popular. “The La Chouffe five-liter mini keg of Belgian blonde beer ($50) is a big hit.”
In Texas, Twin Liquors is offering a wide variety of gift sets, including its own custom cocktail kits, at its more than 100 stores in the Austin metro area. “We dedicated a gifting page on our website with products at every price point, and an area where customers can build their own custom baskets for pick-up or delivery,” says marketing director Sandra Spalding.
Twin Liquors has created pairings like Tito’s Handmade Vodka with Ladybird Cactus Pear Soda ($22 for a 750-ml. of Tito’s and a four-pack of 8.5-ounce bottles of soda), and an Espresso Martini pairing ($35 for both) of Borghetti Espresso Liqueur (750-ml.) with Reyka Vodka (one liter). “Spirit gifting is always a great choice — premium at any price point and perfect for mixing up what’s trending,” Spalding says.
Twin Liquors continues to see strong consumer interest this holiday season in Tequila as a luxury choice, alongside Bourbon, and an uptick in Scotch. “We’re excited about standout products like the Macklowe Kentucky Edition Single Malt Gold Whiskey ($40 a 200-ml.) and Bandero Tequila Blanco ($48 a 750-ml.),” Spalding says. “For upscale wines, mainstays such as California Cabernets and Bordeaux remain strong, and Champagne Esterlin has introduced a new rosé ($51.19 a 750-ml.) that’s generating excitement. These offerings gain the most traction for gift giving, as customers look for unique, premium options.”