A guide to party drinks at Christmas

As Christmas approaches it would seem that Britain is in party mood. Buoyed by the phenomena of Prosecco, sparkling wine is the fastest growing of all the major drinks categories, with on-trade sales up by 29% in volume and 52% in value in the year to 11 July (CGA). Wholesaler Matthew Clark reported a 45% annual hike in its own sparkling wine sales.

The rise of Prosecco, however — and other emerging value-for-money sparkling wines like Franciacorta — hasn’t hit sales of the original drink of celebration, with Champagne sales up a very acceptable 17% by value during the same period.

Amy Ledger, marketing manager at CWF, whose range includes a new rosé style of its Casa Gheller Prosecco, says: “Sparkling wines remain a favourite at this time of year as consumers look to push the boat out.”

As Christmas often sees people willing to splash out a bit extra when celebrating, it’s worth noting that the average price per litre of Champagne is more than twice that of all other sparkling wine in the on-trade at a whopping £76, so it’s worth having some stock to hand rather than just limiting the selection to Prosecco or Cava.

There will be plenty of people who aren’t looking for fizz, or want a bit of variety through the party season, and the inventiveness of suppliers in creating new brand variants and serves means it’s relatively easy to make a drinks selection exciting.

Pernod Ricard UK is getting festive this year with Malibu hot chocolates served in bespoke glassware, drinking vessels in the shape of Christmas tree baubles for Havana Club, Absolut and Malibu, and an edible glitter cocktail set for Kahlua. When customers see others with them they’ll all want one, says on-trade channel director Ian Peart.

“Creating serve envy is a great way to drive sales of premium drinks,” Peart says, “and we are confident that these are exactly the kind of activations that will help our on-trade customers to up-sell and win in premium drinks this Christmas.

“They also provide great material for engaging with consumers on social media.”

The company’s Christmas takes on classic cocktails include the Jameson Jingle Bell Julep, the Havana Club Hot Mojito and the Absolut Christmas Cosmo.

Hi-Spirits suggests brands like Fireball and Hypnotiq for party cocktails including the Hypnotiq Caipirinha, made by muddling lime wedges in a glass, adding 50ml of the liqueur, a splash of rum and crushed ice.

Managing director Dan Bolton says pubs are best off avoiding complicated serves and should concentrate instead on keeping customers happy. “The key to Christmas is to keep it simple,” he says. “Nothing dampens the Christmas spirit like a queue.

“Create a chalkboard menu of simple seasonal mixed drinks, such as Buffalo Trace with ginger ale and Antica Raspberry with lemonade, that staff can make quickly when the bar gets busy.”

Funkin managing director Andrew King suggests putting its cocktail mixes with seasonal spirit flavours for a twist, such as its Piña Colada with ginger liqueur or Funkin Hollywood with raspberry liqueur. “CGA Data says 30% of consumers who wouldn’t normally drink a cocktail choose to do so at Christmas,” says King.

Cocktails and whacky spirit serves will help to bring a bit of theatrical magic to the bar, but plenty of people will still want to toast the festive season in a more traditional manner.
Cask ale offers the chance to give customers something special at Christmas and the hundreds of new breweries that have appeared in recent years means that choice in this area is greater than ever.

Rupert Thompson, managing director of Surrey’s Hogs Back Brewery, says: “Along with regulars marking the festive season over a pint with friends, there are plenty of local groups, clubs and businesses out for a Christmas drink.

“The sight of a suitably festive pump clip and a Christmas beer from the local brewery is a great way for them to toast each other with the compliments of the season.”

Thompson urges pubs to consider including ale as part of group-booking food menus to cater for beer drinkers through the festive period.

“All too often, we see fixed price festive menus that include wine as part of the package,” he says. “Beer is a more traditional British accompaniment to Christmas food, dating back to days of the spiced wassail served to guests, and the range of styles available makes it far more affordable to serve an appropriate beer with each course.”

Hogs Back’s own seasonal beer is Mistletoe & Swine, a 5.2% ABV ale, which the brewer says goes well with smoked salmon or ham, and buffet favourites such as Scotch eggs and pork pies.

Fuller’s ale range through the festive season will include the winter beer Jack Frost, made with English blackberries and crystal malt, giving a warmth that matches with pies, stews and roast meats. The brewer also has a spin-off version called St Nick’s, raising money for a church charity and recognising the role of St Nicholas as the patron saint of brewing (and, of course, the model for Santa Claus).

Wadworth’s seasonal offerings are the dark and chestnutty Old Timer and Dray Bells, a dark mocha-coloured beer with a hint of spice and orange peel.

Product marketing manager Ellie Alderton says: “While we all have to battle with the chilly inconvenience of winter life and travel, we still love the romantic beauty of snow and the fun of festive parties. Cosy refuge from the weather is one of the things our pubs do best.”

The party season is also a time when pubs can drive sales by suggesting drinks matches for specific festive food items.

Christmas beers sometimes tend to be towards the heavy side, but Hogs Back has Montezuma’s Chocolate Lager, made in conjunction with the Montezuma chocolate producer. It’s light, as you’d expect from a lager, but billed as both a great match for yule log and other rich desserts or as a palate cleanser.

Sarah Allaway, category development manager at Carlsberg UK says its Jacobsen Saaz Blonde complements blue cheese, while Jacobsen Velvet Ale pairs well with creamy desserts, but advises pubs to be up-to-speed with mainstream as well as speciality brews.

“While it is true that consumers embrace seasonal serves such as dark ales and mulled cider during the autumn and winter months, it should be remembered that mainstream segments across drinks categories also tend to see the greatest uplift during the Christmas period,” she says.

“Operators should bear this in mind when selecting their winter beer and cider range, ensuring that they are offering a core selection of mainstream lagers, as well as premium and craft variants.”

Andrew Turner, category and trade marketing director for the on-trade at Heineken, says this should include a focus on premium brands like Kronenbourg 1664 and Symonds Founders Reserve because customers are likely to trade up.

He adds: “Christmas is a great time to showcase your food offering because 72% of adults go to the pub for food. It’s a good opportunity to advise customers about pairing cider and beer with food. Symonds complements deep flavours like cheese and beef, as well as pork.”

And on-trade Christmas drinks selections shouldn’t ignore drivers or those who just want to pace themselves.

The soft drinks market isn’t without seasonal specials, such as Britvic’s J2O Midnight Amber, which blends orange, lemon and mandarin fruit juices with a winter spice flavour.

“It can be consumed on its own, combined with other juices as a mocktail or with alcohol to create some wondrous winter cocktails,” says Kevin McNair, Britvic’s GB marketing director.