With less than 100 days until the big day, bars and retailers are already stocking up on for the festive season. In years gone by, there’s always been a superstar trending category dominating shopping baskets, but 2026 feels different. Rum, Whisky (world whisky included), tequila, gin, vodka, liqueurs – every category is having its own moment and consumers are more willing to explore new liquids and categories than ever.
“The festive season, what with corporate nights out and planned socialising, quite often results in people being more liberal with their cash," says Mangrove Global MD and Asian Trader columnist Nick Gillett. "Encouraging customers to try new spirits in bars, and being able to deliver some of the knowledge around those spirits, not only allows them to feel like they’re indulging, but also creates an opportunity for your venue to be remembered too.
“A trend I think we’re going to see this festive season, is people continuing to drink less but better. And that affects what bar teams serve their customers. Add to this the fact we’re seeing a huge uptake in experience-led dining and drinking, and there’s a real opportunity for venues to capitalise upon.”
One category that has boomed all year and looks set to continue its momentum this festive season is RTDs. There are some exquisite RTDs out there, but it is a crowded market with significant variation in quality. Mangrove advises sampling before you sell, to ensure the RTDs you sell live up to your reputation and appeal to your customers’ tastes.
“Price will remain king,” continues Gillett. “But for retailers and bars alike it’s time to try new things using the shelf as a testing ground for fresh products. Liquid on lips is our age old mantra so if you can sample products with your customers to encourage sales.
“So be bold this Christmas and try something different. My favourites would be perhaps a Chairman’s Reserve Rum from Saint Lucia for something dark and exotic. Or if you’re looking for a drink closer to home The English has some exceptional whiskies, and its festive Norfolk Nog.”
Whatever the category, this Christmas presents an opportunity for bars and retailers to give consumers something new to discover, whether that’s an unfamiliar spirit, a new serve or an experience they’ll remember.
Mangrove Global Image: Mangrove Global