Pizzazz in your venue and a selection of instagrammable serves are key for a happy Christmas this year.
Drinks companies have suggested that, as friends and coworkers meet up in the on-trade over the festive season, it’ll be essential for venues to properly lean into the season.
Eugenio Litta Modignani, founder of Tovaritch Vodka, explained: “Create a special festive menu, host a cocktail hour, and offer batch-serve cocktails that groups of friends or colleagues can enjoy.
“They look impressive and will encourage other guests to order the same.
“Make your drinks Instagram-worthy so guests post images on social media to promote your venue.”
Modignani said cocktails are always popular during celebrations and added that there is a current return to classic cocktails among revellers.
He said: “Classic serves such as the Vodka Mule are perfect for this time of year, as are simple serves like a vodka martini, Vesper martini, or a vodka with a mixer of the customer’s choosing.
“Be sure to add an attractive garnish to make the drink look as beautiful as it tastes.”
Beyond the classics, Modignani recommends finding twists on popular favourites, such as the spiced pear vodka martini, to add that extra photogenic factor.
That was reinforced by Ryan, chief commercial and strategy officer at Drinksology Kirker Greer, who said festive drinks menus should “offer variety; a mix of traditional favourites like mulled wine and unique signature cocktails, along with non-alcoholic options as well”.
“Incorporating seasonal and locally sourced ingredients such as peppermint and cinnamon can enhance the drinks, while simple festive garnishes and appropriate glassware can add to the festive spirit and customer experience,” said McFarland.
He added that premium spirits including vodka, rum and whisk(e)y are ‘absolute staples’ over the festive season.
Deborah Ernst, director of international sales at Suave Tequila, agreed that premium spirits will be key this Christmas – adding that Scottish consumers are always eager to try something new.
“Christmas is a time for splashing out and treating friends, loved ones and business associates, so premium spirits are going to deliver both for the customer and the venue,” said Ernst.
“Scottish consumers are open to trying new and more exotic flavours, leading to the exploration of spirits from different cultures.
“Tequila continues to ride high in popularity and because consumers are increasingly willing to spend more on high-quality, premium spirits, ensure that you have a good selection of high-quality agave spirits – tequila and mezcal.”
Brand owners also recognised that the cost of living situation throughout the UK is leading to tough trading times, but said they are looking ahead to the festive season with optimism.
Ernst said: “It’s tough out there but the trend continues for people to want a night out to be a night to remember. Nervousness about the economy may make people cautious about spending so help them plan by offering information on social media and through the bar team.”
Modignani added: “Christmas and New Year are times when people want to splurge and enjoy delicious drinks and good company.”
