TGARAGE: CHRISTMAS DRINKING

Sipping through the festive season

Norrelle Goldring, Senior Director, Tgarage Research & Strategy, provides a short guide to Aussies’ planned Christmas drinking, entertaining, and gifting in 2024.

What are people planning to buy for themselves to drink at Christmas?

Or for others when entertaining, or as Christmas gifts? We asked several hundred of Tgarage’s 25,000-member SaySo online community what they’re planning for Christmas 2024. Here’s a look at what Aussies plan to sip, serve and give, including some emerging trends.

Christmas drinking plans: Both tradition and experimentation

Tradition is alive and well, but there’s also room for experimentation. Wine and beer still top the list of festive favourites, with 44 per cent of people planning to serve red, white, rosé, and sparkling wines at their gatherings. Wine is seen as versatile and an easy crowd-pleaser, pairing perfectly with Christmas meals. Plus, it’s viewed as a gift that’s both classy and convenient, particularly for hosts who want something simple to share with guests.

Beer remains popular, with 28 per cent of people we spoke to planning on cracking open cold ones, with both mainstream and craft beers on the table. Some are planning to treat themselves to craft beer throughout December using advent calendars.

Spirits, including gin, whiskey, and rum, look set to feature heavily, with 36 per cent of people planning to include them in their celebrations. However, it’s not all about the classics. Cocktails are also on the rise, with popular choices like Mojitos, Margaritas, and Espresso Martinis offering a fun, festive twist.

Cider and alcoholic ginger beer are becoming increasingly popular, chosen by eight per cent of respondent hosts for their refreshing, lighter qualities. And then there’s the non-alcoholic options – about five per cent of people are ensuring they have zeroalcohol beer, non-alcoholic wine, and mocktails available for those who prefer to skip the booze this year. Interestingly, reasons given for not drinking alcohol were not just health or culture related, but also financial.

Entertaining: What’s on the menu?

When it comes to entertaining, Aussies are keeping things simple but effective, aiming to cater to a wide range of tastes. For lunch and dinner events, wine and beer dominate, chosen for their universal appeal and versatility. Wine, especially sparkling but also Prosecco is likely to be selected for its ability to create a celebratory atmosphere, with many planning to use it for toasts and special moments.

Spirits such as gin and whiskey are also a common sight at Christmas tables, especially for those who enjoy mixing up a few cocktails or serving them neat after a big festive meal.

This Christmas, Aussies look likely to stick to what they love –plenty of wine, beer, and spirits – but there’s also room for a bit of fun and experimentation.

Norrelle Goldring Senior Director Tgarage Research & Strategy

And some, although perhaps not as many as anticipated, are planning on serving RTDs due to their convenience, allowing hosts to cater to different preferences without the hassle of mixing up drinks on the spot.

For those looking for a little more interactivity, craft beer advent calendars and cocktail-making kits are increasingly on the rise, offering novelty and entertainment for guests who enjoy trying new drinks.

Gifting: What alcohol are Aussies giving this year?

When it comes to Christmas gifting, Aussies are choosing their alcohol gifts carefully, with a strong focus on personalising their choices based on who’s receiving them. Parents and older family members are likely to receive whiskey, wine or spirits while younger family members may receive beer or lighter spirits such as gin. Friends are more likely to receive experimental or trendy products such as craft beers and artisanal gins or cocktail kits. Where gifts for work colleagues tend to the more neutral and formal, with wine and Champagne being common.

Overall, among our panel, wine remained the most popular choice for gifting, with 44 per cent of people opting to give bottles of red, white, rosé, or sparkling wine. Wine is seen as a safe, reliable, and classy option – easy to wrap, easy to give, and generally well-received.

Spirits come in a close second, with 36 per cent planning to give whiskey, gin, rum, or vodka to family and friends. Spirits, particularly whiskey and gin, are often viewed as more premium, sophisticated or luxurious gifts.

For those looking to gift something a bit more casual, beer is a popular option, with about 12 per cent of people planning to gift a six-pack or craft beer variety pack to their mates. Craft beer sets, in particular, are great for those who love to experiment with new flavours.

Interestingly, around 42 per cent of respondents said they won’t be buying alcohol as a gift this year. Many prefer to give more meaningful or lasting gifts, while others are avoiding alcohol gifts for personal or financial reasons.

Wrapping up

This Christmas, Aussies look likely to stick to what they love – plenty of wine, beer, and spirits – but there’s also room for a bit of fun and experimentation. Whether it’s for drinking, entertaining, or gifting, consumers are ready to celebrate with thoughtful choices tailored to their guests and loved ones.

About Norrelle Goldring and Tgarage

Norrelle Goldring is Senior Director at specialist liquor and FMCG research and strategy consultancy Tgarage. She has 25+ years’ experience in the liquor sector.

Contact her on norrelle.goldring@tgarage.com.au or 0411 735 190.