How can retailers tap into the growing demand for premium at-home drinking experiences this Christmas?
Christmas remains one of the biggest opportunities for retailers to encourage discovery, with consumers increasingly looking to recreate the bar and restaurant experiences they enjoy out of home within their own homes.
As shoppers continue to seek quality over quantity, premium spirits and liqueurs can help retailers tap into demand for drinks that feel more special, whether that’s for entertaining friends, gifting, or simply enjoying a more elevated moment at home.
The key for retailers is helping shoppers feel confident recreating these experiences themselves. Simple serve suggestions, clear merchandising and seasonal storytelling can inspire consumers to explore new products, while digital content, QR codes and sampling opportunities can bring serves to life and demonstrate how easy premium cocktails can be at home.
Disaronno’s distinctive flavour profile and versatility make it perfectly placed to support this trend, offering consumers a simple way to add a touch of Italian style to everyday occasions.
Why is Christmas the perfect time to drive trial and encourage consumers to explore new serves?
The festive season is a key moment for brand discovery, with consumers more open to experimenting with new drinks and recreating serves they have enjoyed out of home.
According to CGA by NIQ, 85% of consumers are likely to repurchase new or different drinks they first tried during the festive season for at-home consumption. This highlights Christmas as a critical opportunity for brands to build long-term loyalty and demonstrates the direct link between product and serve trial in the on-premise and future shopper purchasing behaviour.
For retailers, inspiring shoppers with easy-to-recreate serves can help remove barriers to trial. Disaronno’s versatility means consumers can enjoy it in a variety of ways, from a simple serve with cola or ginger ale to more premium cocktails such as the Disaronno Sour or a Disaronno Spritz.
What drinks trends should retailers be aware of this Christmas?
At-home entertaining continues to be a major driver of festive drinks sales, with consumers looking to recreate premium hospitality experiences at home in a simple and accessible way.
Cocktail culture continues to influence shopping behaviour, with shoppers increasingly looking for the ingredients needed to create bar-quality serves themselves. Retailers capitalise on this by pairing spirits and liqueurs with complementary mixers, showcasing serve suggestions and implementing inspiring and educational seasonal displays.
Festive favourites such as Spritzes, Mimosas and Buck’s Fizz-style serves also see increased interest during the Christmas period, creating an opportunity for brands like Disaronno to tap into demand for sparkling, celebratory drinks which can be easily prepared in 2-3 steps.
How can retailers cater to evolving drinking habits during the festive season?
Consumers are increasingly looking for choice when it comes to drinking occasions, with many moderating their alcohol intake while still wanting premium and flavour-led experiences.
Younger consumers in particular are adapting how they drink through approaches such as no and low options or “zebra striping”, switching between alcoholic and non-alcoholic choices throughout an occasion.
Liqueurs offer retailers an opportunity to meet this changing demand, thanks to their distinctive flavour profiles and versatility within cocktails. Used in smaller quantities, Disaronno can add depth and character to lower ABV serves, such as the Disaronno Spritz with lemon and soda water.
What makes Disaronno a strong choice for retailers looking to maximise festive sales?
Disaronno offers retailers a combination of heritage, premium appeal and versatility, allowing it to play across multiple festive occasions. As an iconic, instantly recognisable brand that shoppers actively ask for by name, Disaronno also brings strong consumer pull.
Disaronno Originale’s bottle design and premium positioning make it a strong gifting choice, while the brand’s versatility also encourages shoppers to purchase for their own enjoyment alongside entertaining occasions. It can be enjoyed neat, mixed with cola or ginger ale, or used in classic cocktails such as the Disaronno Sour – a firm favourite and a classic cocktail.
Cream liqueurs also remain a key part of the Christmas drinks occasion, with consumers drawn to indulgent flavours and comforting serves during the colder months.
Disaronno Velvet provides retailers with an opportunity to tap into the uplift in seasonal demand, offering a smooth, premium cream liqueur experience that combines the distinctive Disaronno flavour profile with a rich, velvety texture.
Whether enjoyed chilled, served over ice or used as the base for festive cocktails, Disaronno Velvet provides shoppers with an easy way to create a special occasion drink at home.
