The festive season has always been a crucial trading window for independent convenience but this year, the shape of convenience itself is shifting. With symbol-group stores tightening the gap on the big chains, independents are proving just how resilient and adaptable convenience has become. And with Christmas shopping starting earlier and becoming more fragmented, the retailers who win are the ones who focus on flavour, familiarity and reliability.
Rum continues to be the safest bet across winter, and independents see the benefit quickest. Spiced and aged expressions deliver that instant Christmas cue, warmth, spice, comfort, without complicated storytelling.
For me, Chairman’s Reserve Spiced is the benchmark for proper Christmas rum – nutmeg, cinnamon, burnt orange, all the natural Saint Lucian spices that instantly signal the season. It works for simple long drinks, evening pours, gifting, and winter warmers.
Whisky has had a strong year, fuelled by broader understanding and more accessible flavour profiles. World whisky, in particular, is opening doors for drinkers who want smooth, rounded, table-friendly styles.
Red Bank fits that space perfectly – approachable, easy to enjoy, and built for sharing. Irish whiskey is shining too, helped by the wider cultural moment and demand for comfort-led serves. Glendalough Double Barrel brings the vanilla, honey and toasted grain notes that feel instantly seasonal and giftable.
For retailers, this isn’t about rare bottles, it’s about approachable whiskies in the £30–£45 zone that shoppers recognise as safe, good-value treats.
Norfolk Nog is indulgent, nostalgic and easy for shoppers to pour at homePhoto: Handout
Christmas is the one moment where creams and liqueurs become essential. Norfolk Nog and Limoncello DICAPRI Cream hit the brief: indulgent, nostalgic and easy for shoppers to pour at home.
They’re reliable margin builders too – perfect for shoppers picking up desserts, pastries or last-minute gifts, and they move well without heavy promotion.
Meanwhile, two of the biggest drivers in the on-trade – coffee and agave – absolutely translate into convenience. Tequila has moved well beyond shots, and winter serves with reposado or spiced twists continue to grow. Coffee cocktails still benefit from the Espresso Martini boom, with rum or whisky riffs gaining traction.
Across every category, the message for Christmas 2025 is clear: people want flavour, warmth and familiarity – done well. For independents, that means prioritising:
- trusted rum and whisky brands with seasonal appeal
- indulgent, low-effort creams and liqueurs
- flavour-first spirits that cover multiple occasions
- bottles that earn their shelf space through margin and versatility
As convenience continues to evolve, the retailers who win Christmas will be the ones who keep it simple: good liquid, good value, and good flavour – the things people return for.
Nick Gillett