Let’s be candid; Q4 can be a stressful time in the wine industry, particularly if you’re unprepared. So, with this year’s harvest and bottling process complete, it’s time for merchants, vineyards and independent retailers to get organised and focus on the logistics of Christmas sales. Why now? Well, because with a projection of an early buy-in fuelled by corporate gifting campaigns and key events like Halloween and Black Friday, there’s no time to lose. Especially if you’ve already tapped into the online distribution market.
Our expertise in the drinks industry has spanned over three decades, providing us with valuable insights into the dos and don’ts that count. Join us as we discuss how to achieve operational readiness, a clear marketing strategy and a foolproof transit and gift packaging checklist that will mitigate the mayhem.
Drink industry trends and predictions for Christmas 2025
The alcoholic beverage trade has recently undergone a critical shift entailing increased duties, a steep price hike, and changes in consumer behaviour. Which means retailers must work smarter to retain a market share. Doing this well requires a sound understanding of current consumer buying patterns and a look at this year’s forecasts. Here’s a snippet.
Online sales
- While there’s steady growth in this sector with wine leading the charge, stiff competition is on the rise as store-based retailers claim their piece of the ecommerce pie.
- The latest stats show that wine holds the lion’s share of sales at 60.3%, followed by spirits and liqueurs at 23,8%, beer at 13.2%, and cider at 2.7%.
- On the whole, it is expected to be valued at £542 million by 2029 (compared with around £358 in 2023).
Market trends
- Premium and limited-edition goods are taking preference, putting specialist merchants in the spotlight.
- Gift-ready alcohol bundles and hampers are high-contributors to Q4 sales.
- Price sensitivity will drive brands to offer wholesale prices, special deals and value-adds to maintain consumer interest.
- Low- and non-alcohol products are showing growth.
Peak seasonal shopping periods
- Consumer spending is expected to spike during the two weeks leading up to Christmas.
- Early sales are anticipated over Halloween and Black Friday as people take advantage of special offers.
Five tips that will help manage the festive rush
From stocking up on bestsellers and determining your price points, to how you execute your marketing, gifting and delivery campaigns, preparing ahead of time is the only way to ensure a seamless season. Here are some pointers.
1. Take a data-first approach
Last year’s sales stats will give you a good idea of what to expect in 2025, so check your peak shopping days, overall spend, and which products were the most popular. You can then confidently preorder the latter without danger of running out of stock, and reduce your intake on less profitable items.
2. Start your promotions ahead of the pack
By November, shoppers will be flooded with Christmas promotions from every sector of the food and drinks industry, so get yours on their radar well in advance.
Warming them up with Halloween and Black Friday engagement will keep your brand at the top of their shopping lists, giving you the edge you’ll need to compete in a stiff market.
3. Get your visual merchandising (VM) sorted
In-store aesthetics and strategically placed displays are key at this time of year, so brush up on your VM skills.
- Seasonal wines and bestsellers should be spotlighted in high-traffic areas like at the end of your aisles and in front of your till points.
- Upsell your products by placing complimentary items together (think port and cheese).
- Create a festive atmosphere with themed props and festive colour palettes.
- Go for a full sensory experience by incorporating music, visual impact and delicious smells.
4. Test your operational capacity
Being ready for Christmas means ensuring that every step of your sales process is faultless. This means:
- Getting your products, gift merchandise and packaging supplies stocked up early and making sure you order enough to carry you through the season. Running out of stock is an absolute no-no.
- Training your staff in everything from product knowledge and how to conduct tastings to taking care of customer service, fulfillment, gifting and deliveries. The more they know, the less time they’ll waste asking for help.
- Pre-planning and adhering to your ecommerce cut-off deadlines, delivery commitments and shipping timelines.
5. Build up your content
From social media posts that show off your unboxing experiences to promotional email campaigns, brochures and consumer-savvy blogs outlining key trends and Christmas wine-pairing ideas, make sure that your content is good enough to be shared. It’s the key to obtaining user-generated content (UGC), which is a powerful motivator for extra sales.
Why gift and transit containers are pivotal to this season’s wine sales
There are two types of drinks packaging that count at Christmas. Both are non-negotiable. Here’s why.
Gifting solutions
If you don’t invest in gifting at this time of year, you’re missing the point! And we’re not just talking about an off-the-shelf paper bag that meets your shopper’s basic needs. The corporate gift industry is currently worth over £1.5 billion, with Christmas being its main drive. Make it a profit generator for your wine merchandise, and you’ll be capitalising on some very lucrative sales.
To optimise buy-in, we suggest you focus on supplying a quality range of options at different price points and consider getting them branded. It’s a brilliant way to increase product visibility and add value to your packaging collateral. Here are our recommendations:
Bottle bags and carry crates: from beautifully designed gift bags with cut-out windows to stylish jute totes and kraft containers, these are versatile options suited to any occasion.
Gift boxes: made specifically for wines, our collection comprises a wide selection of sophisticated solutions that span sleek card versions, wooden presentation boxes, containers with magnetic opening systems and bigger boxes that take a full collection.
Wicker panniers: popular in the corporate gifting arena, these come in various formats from classic picnic hampers to a range of attractive baskets.
Protective packaging
Christmas is a busy time for deliveries, making it imperative that all your bottles arrive safely and intact. Ensuring complete peace of mind and designed to protect every drop, high-quality transit solutions are a necessary investment.
Our five top picks include:
- Pulpsafe inserts with matching outer shipping boxes: made from recycled card, these are moulded to cushion a variety of bottle types and come in three sections to facilitate easy packing. Available with made-to-fit containers, they’re DPD-approved, guaranteeing smooth delivery.
- Honey Hex all-in-one containers: newly launched, this revolutionary product is set to change the face of future bottle transit. It comprises an external box with a flexible concertina inner that completely envelops the product before being closed and sealed using packaging tape.
- Mailsafe shipping boxes: designed with your ecommerce orders in mind, our sturdy combination of rigid inner and protective outer ensures that you can pack anything from quality champagnes to high-end spirits and simply put them through the post.
- Polysafe inner/outer combinations: lightweight and robust, these can withstand both local courier networks and international airfreight. Made from high-density polystyrene, they provide a simple solution that won’t buckle under pressure.
- Safe Air inflatable bags: built to cushion, these are made up of a series of air-filled chambers that buffer your bottles, mitigating impact and preventing possible breakages. from excess impact. Each section can be inflated separately to ensure that if one is punctured, the others still function effectively.
Let’s get your Christmas sorted
With over thirty years in the wine packaging and gifting sectors, WBC is proud to partner with you to ensure that all your needs are taken care of, leaving you time to get on with the art of selling. From a full personalisation service to the best transit and unboxing solutions available, we’re here to make sure the festive season is all wrapped up and challenge-free.
Call us today and let’s get the bauble rolling.
