Get into the Christmas spirits

Mull it over

 

A warming cider offer could give people reasons to keep coming out in the colder, darker months, believes Sandford Orchards’ founder and chief cider maker Barny Butterfield. “Offering new, more seasonal, wintery flavours such as our Figgy Pudding Ice Cider, which boasts fantastic Christmas aromatics, will entice drinkers to embrace the season, he says. “Mulled cider is another great addition to the menu at this time of year.”

 

Both apple and flavoured variants in the cider category are being driven by premiumisation, tapping into the consumer’s desire to trade up as part of the shift to ‘drinking less but better’ that is affecting all categories, says Heineken UK’s director of on-trade Will Rice. “By strategically adjusting their cider selection and promotional activities throughout the year, venues can build momentum through the winter months up to Christmas,” he adds.

 

In the beer segment, last year’s Christmas period saw world lager make up 24.8% of sales, according to CGA by NIQ research. “Visibility of more premium brands such as Birra Moretti can drive more profitable sales, while classic brands like Foster’s will deliver on volume,” says Rice. “Despite being in decline versus the previous year, classic lager was the second-largest category over Christmas 2024, demonstrating that brands such as Foster’s still have a very important role to play in the on-trade at this time of year.”

 

For a seasonal special, Cornwall’s Firebrand Brewing Co has launched Silent Night, a 4.5% abv winter ale made with Admiral and Cascade hops with citrus and spice flavours. “Christmas is all about creating moments people remember. Seasonal brews with warming spices or rich, full flavours bring a festive edge to the bar, turning a winter’s night into something worth heading out for,” says Joe Thomson, head brewer and co-owner of the independent brewer.

Shake it up

 

In the cocktail sphere, ‘swicy’ – sweet and spicy – will be a big hit this Christmas, predicts David Colcombe, chef ambassador for Maple from Canada UK. “Combining sweet and spicy flavour combinations – think chilli, tajin or flaming-hot combined with maple syrup or caramel – swicy is the ultimate in creative mixology that’s being championed by Gen Z customers, keen to try familiar cocktails but with a new twist and often a nod to health,” he says.

 

Colcombe suggests margaritas in spicy maple or jalapeño, maple and coconut versions, and adds: “In many cocktail recipes, pure Canadian maple syrup can be used as a premium alternative to sugar syrup, with lighter maple syrup pairing well with botanicals such as gin or tequila, and darker, more robust maple syrup complementing complex spirits such as rum and bourbon.”

 

Underlining the importance of including no and low-alcohol drinks as part of the Christmas picture, Paragon Brands managing director Chris Jones says: “Moderation is now a part of the everyday drinking culture for all demographics and we expect this trend to extend into the Christmas season. This means that social acceptance around not drinking is evolving and isn’t limited to certain age groups – it’s an open marketplace with opportunities from all angles, age groups and occasions – bringing opportunity for venues.

 

“We see significant opportunities within the on-trade for products such as non-alcoholic spirit brand Caleño, which is successfully capturing the attention of bartenders and mixologists across the UK.”

 

Festive cocktail suggestions

The Sly Old Fashioned: Sly Dog’s spiced rum stirred down with chocolate bitters and a twist of orange.

 

Winter Wake Up: Non-alcoholic rum or whisky blended Clearer Twist’s ginger ale, toffee caramel sugar syrup and a double shot of espresso.

 

Mulled 43: A warming blend of Licor 43 liqueur, red wine, a sugar cube, lemon juice and orange bitters, with a cinnamon stick and fresh orange slices as a festive garnish.

 

Seasonal strategies

Vocation Brewery, which has launched a festive line-up of cask and kegged beer, including Naughty & Nice Chocolate Orange Stout and Nutcracker Chestnut & Vanilla Winter Ale, offers operators some seasonal tips:

 

Make it worth their while: Christmas brings out a different side to customers – they’re looking for experiences, which makes it a great time to expand premium and seasonal beers.

 

Festive line-ups stand out: Adding a few seasonal specials or something a bit different on keg taps into festive nostalgia and gives people a reason to choose your venue over others.

 

Get stock in early: The earlier you get your festive range nailed down, the sooner you can start shouting about it.

 

Suppliers

Bidfood www.bidfood.co.uk

Booker www.booker.co.uk

Clearer Twist clearertwist.com

Firebrand Brewing Co www.firebrandbrewing.co.uk

Heineken UK www.heineken.co.uk

Maple from Canada www.maplefromcanada.co.uk

Paragon Brands www.paragonbrands.co.uk

Sandford Orchards www.sandfordorchards.co.uk

Sly Dog www.slydog.co.uk

The EU enjoy-its-from-europe.campaign.europa.eu/united-kingdom/en

Vocation Brewery www.vocationbrewery.com

 

Main photo: Jaclyn Baxter/Unsplash