Insights & Imagination

Is your Christmas drinks campaign showing its age? Five festive findings to help you reach today’s drinkers

design element
design element

Who invited ChatGPT and Gemini to the Christmas party? Around a quarter of 25–44-year-olds, as it turns out. That’s the proportion using AI tools to help choose their festive drinks. And it’s only one finding that could change how you approach your next campaign. 

We surveyed more than 1,000 consumers with research specialists Leadership Factor as part of Insights & Imagination, our ongoing programme exploring how drinking habits are changing. The aim: better evidence for creative decisions.

The insights challenge some familiar assumptions. Sherry outranks spirits among under-45s, while just 14% of consumers consider brand recognition important when choosing drinks for the season. Knowing who’s buying, and what matters to them, could give your campaign a very different starting point.

Christmas has its traditions, but copying last year’s campaign brief shouldn’t be one of them. Here are five festive findings that might change the way you market to today’s drinkers.

1. AI has been invited to Christmas drinks

While friends and family remain the most trusted source of drinks recommendations 47% of Gen Z and Millennials use social media for festive inspiration and information, AI is now part of that mix.

Around a quarter of 25–44-year-olds also use in-store tastings. That puts a new source of advice alongside one of the oldest ways to sell a drink. Both help people choose, and brands need to consider how customers move between them.

If someone asks an AI tool what to serve with Christmas lunch, how clearly does your online content explain where your drink fits? If they discover you at a tasting, can they easily find that bottle afterwards? I’d want the digital presence to work as hard as the person pouring.

1. AI has been invited to Christmas drinks

While friends and family remain the most trusted source of drinks recommendations 47% of Gen Z and Millennials use social media for festive inspiration and information, AI is now part of that mix.

Around a quarter of 25–44-year-olds also use in-store tastings. That puts a new source of advice alongside one of the oldest ways to sell a drink. Both help people choose, and brands need to consider how customers move between them.

If someone asks an AI tool what to serve with Christmas lunch, how clearly does your online content explain where your drink fits? If they discover you at a tasting, can they easily find that bottle afterwards? I’d want the digital presence to work as hard as the person pouring.

1. AI has been invited to Christmas drinks

While friends and family remain the most trusted source of drinks recommendations 47% of Gen Z and Millennials use social media for festive inspiration and information, AI is now part of that mix.

Around a quarter of 25–44-year-olds also use in-store tastings. That puts a new source of advice alongside one of the oldest ways to sell a drink. Both help people choose, and brands need to consider how customers move between them.

If someone asks an AI tool what to serve with Christmas lunch, how clearly does your online content explain where your drink fits? If they discover you at a tasting, can they easily find that bottle afterwards? I’d want the digital presence to work as hard as the person pouring.

2. A big name doesn’t guarantee a seat at the table

Have big drinks brands lost their festive sparkle? In our research, 57% of consumers prioritise quality when choosing festive drinks, while just 14% consider brand recognition important. A familiar label has work to do.

Over the last couple of years, I’ve noticed people becoming more intentional about what they buy for social occasions and why. Among urban consumers, 60% identify quality as their main purchasing criterion, while 44% of respondents overall consider luxury. There’s an appetite for something special, and an opportunity for brands that can explain what makes their bottle worth choosing.

Before adding another layer of festive sparkle, I’d ask what the campaign tells someone about the drink itself. What makes it good? Why would they be proud to put it on the table? That’s where a brand can turn recognition into a reason to buy.

2. A big name doesn’t guarantee a seat at the table

Have big drinks brands lost their festive sparkle? In our research, 57% of consumers prioritise quality when choosing festive drinks, while just 14% consider brand recognition important. A familiar label has work to do.

Over the last couple of years, I’ve noticed people becoming more intentional about what they buy for social occasions and why. Among urban consumers, 60% identify quality as their main purchasing criterion, while 44% of respondents overall consider luxury. There’s an appetite for something special, and an opportunity for brands that can explain what makes their bottle worth choosing.

Before adding another layer of festive sparkle, I’d ask what the campaign tells someone about the drink itself. What makes it good? Why would they be proud to put it on the table? That’s where a brand can turn recognition into a reason to buy.

2. A big name doesn’t guarantee a seat at the table

Have big drinks brands lost their festive sparkle? In our research, 57% of consumers prioritise quality when choosing festive drinks, while just 14% consider brand recognition important. A familiar label has work to do.

Over the last couple of years, I’ve noticed people becoming more intentional about what they buy for social occasions and why. Among urban consumers, 60% identify quality as their main purchasing criterion, while 44% of respondents overall consider luxury. There’s an appetite for something special, and an opportunity for brands that can explain what makes their bottle worth choosing.

Before adding another layer of festive sparkle, I’d ask what the campaign tells someone about the drink itself. What makes it good? Why would they be proud to put it on the table? That’s where a brand can turn recognition into a reason to buy.

3. Sherry challenges Christmas stereotypes

Champagne and sparkling wines still top the festive list, chosen by 43% of consumers, followed by red wine at 32%. Cocktails also feature strongly among 25–44-year-olds, with around 40% choosing them. But Sherry is where the generational picture gets interesting.

It ranks ahead of spirits across every age group under 45. Among 25–34-year-olds, 30% choose Sherry as a festive drink, compared with 21% choosing spirits. Just 10% of those aged 65 and over choose Sherry.

Having spent years working with Sherry wines, I find this encouraging. It also makes me wonder how many briefs still put a cocktail in the youngest adult’s hand and a Sherry in the oldest’s. Before casting the campaign, I’d check who’s actually choosing the drink.

3. Sherry challenges Christmas stereotypes

Champagne and sparkling wines still top the festive list, chosen by 43% of consumers, followed by red wine at 32%. Cocktails also feature strongly among 25–44-year-olds, with around 40% choosing them. But Sherry is where the generational picture gets interesting.

It ranks ahead of spirits across every age group under 45. Among 25–34-year-olds, 30% choose Sherry as a festive drink, compared with 21% choosing spirits. Just 10% of those aged 65 and over choose Sherry.

Having spent years working with Sherry wines, I find this encouraging. It also makes me wonder how many briefs still put a cocktail in the youngest adult’s hand and a Sherry in the oldest’s. Before casting the campaign, I’d check who’s actually choosing the drink.

3. Sherry challenges Christmas stereotypes

Champagne and sparkling wines still top the festive list, chosen by 43% of consumers, followed by red wine at 32%. Cocktails also feature strongly among 25–44-year-olds, with around 40% choosing them. But Sherry is where the generational picture gets interesting.

It ranks ahead of spirits across every age group under 45. Among 25–34-year-olds, 30% choose Sherry as a festive drink, compared with 21% choosing spirits. Just 10% of those aged 65 and over choose Sherry.

Having spent years working with Sherry wines, I find this encouraging. It also makes me wonder how many briefs still put a cocktail in the youngest adult’s hand and a Sherry in the oldest’s. Before casting the campaign, I’d check who’s actually choosing the drink.

4. Christmas dinner beats New Year’s Eve

New Year’s Eve gets plenty of attention, but Christmas dinner gets the biggest share of drinks spending. Some 47% of consumers identify it as the occasion attracting their biggest festive drinks spend, compared with 24% for New Year’s Eve and 15% for work celebrations. Among 18–24-year-olds, just 8% put New Year’s Eve first.

That’s a reason to look beyond the party imagery and pay more attention to the meal. Around 37% of Millennials consider food pairings when choosing alcohol, giving brands a useful opening as people decide what to buy.

At Chelsea Co, we start with who we’re trying to reach, then look closely at the occasion: what people are eating, who they’re with and where. That’s where the story starts. Otherwise, you’re just marketing a glass of alcohol.

I’d want a Christmas campaign to answer a real question at that table. What works with the starter? What should the host open first? Helping someone choose confidently gives your bottle a role in the occasion and your campaign something more persuasive to say than “let’s celebrate”.

4. Christmas dinner beats New Year’s Eve

New Year’s Eve gets plenty of attention, but Christmas dinner gets the biggest share of drinks spending. Some 47% of consumers identify it as the occasion attracting their biggest festive drinks spend, compared with 24% for New Year’s Eve and 15% for work celebrations. Among 18–24-year-olds, just 8% put New Year’s Eve first.

That’s a reason to look beyond the party imagery and pay more attention to the meal. Around 37% of Millennials consider food pairings when choosing alcohol, giving brands a useful opening as people decide what to buy.

At Chelsea Co, we start with who we’re trying to reach, then look closely at the occasion: what people are eating, who they’re with and where. That’s where the story starts. Otherwise, you’re just marketing a glass of alcohol.

I’d want a Christmas campaign to answer a real question at that table. What works with the starter? What should the host open first? Helping someone choose confidently gives your bottle a role in the occasion and your campaign something more persuasive to say than “let’s celebrate”.

4. Christmas dinner beats New Year’s Eve

New Year’s Eve gets plenty of attention, but Christmas dinner gets the biggest share of drinks spending. Some 47% of consumers identify it as the occasion attracting their biggest festive drinks spend, compared with 24% for New Year’s Eve and 15% for work celebrations. Among 18–24-year-olds, just 8% put New Year’s Eve first.

That’s a reason to look beyond the party imagery and pay more attention to the meal. Around 37% of Millennials consider food pairings when choosing alcohol, giving brands a useful opening as people decide what to buy.

At Chelsea Co, we start with who we’re trying to reach, then look closely at the occasion: what people are eating, who they’re with and where. That’s where the story starts. Otherwise, you’re just marketing a glass of alcohol.

I’d want a Christmas campaign to answer a real question at that table. What works with the starter? What should the host open first? Helping someone choose confidently gives your bottle a role in the occasion and your campaign something more persuasive to say than “let’s celebrate”.

5. The office party needs to read the room

Then there’s the office party, which 51% of consumers consider somewhat or completely outdated. That should make anyone pause before reaching for the familiar festive party brief.

The findings on drinking pressure add another reason to rethink it. Among 25–34-year-olds, 57% say they sometimes or often feel pressured to drink too much over the festive period. More than half of those aged 55 and over say they never experience that pressure. For brands, that means considering whether the invitation to celebrate also leaves people comfortable saying no.

Personally, I have a certain affection for the office party. Eighteen years ago, a Christmas do at the Sydney radio station where I worked marked the start of a relationship with a colleague. Today, he’s my husband and Chelsea Co.’s Creative Director. So I won’t write off the format entirely.

5. The office party needs to read the room

Then there’s the office party, which 51% of consumers consider somewhat or completely outdated. That should make anyone pause before reaching for the familiar festive party brief.

The findings on drinking pressure add another reason to rethink it. Among 25–34-year-olds, 57% say they sometimes or often feel pressured to drink too much over the festive period. More than half of those aged 55 and over say they never experience that pressure. For brands, that means considering whether the invitation to celebrate also leaves people comfortable saying no.

Personally, I have a certain affection for the office party. Eighteen years ago, a Christmas do at the Sydney radio station where I worked marked the start of a relationship with a colleague. Today, he’s my husband and Chelsea Co.’s Creative Director. So I won’t write off the format entirely.

5. The office party needs to read the room

Then there’s the office party, which 51% of consumers consider somewhat or completely outdated. That should make anyone pause before reaching for the familiar festive party brief.

The findings on drinking pressure add another reason to rethink it. Among 25–34-year-olds, 57% say they sometimes or often feel pressured to drink too much over the festive period. More than half of those aged 55 and over say they never experience that pressure. For brands, that means considering whether the invitation to celebrate also leaves people comfortable saying no.

Personally, I have a certain affection for the office party. Eighteen years ago, a Christmas do at the Sydney radio station where I worked marked the start of a relationship with a colleague. Today, he’s my husband and Chelsea Co.’s Creative Director. So I won’t write off the format entirely.




Give people a reason to choose you

The most useful finding is often the one that challenges the picture already in your head. For me, it’s the younger Sherry drinker. For you, it might be how few young adults put New Year’s Eve first for festive drinks spending. Either could change who you cast, which occasion you focus on and what you ask your audience to do. That’s why we’re doing this research. A familiar festive scene is easy to recreate. Giving someone a compelling reason to choose your bottle takes more thought.

Discover more > Insights & Imagination.

Ready to put these insights to work? Talk to us about a campaign built around how your audience actually chooses.

Give people a reason to choose you

The most useful finding is often the one that challenges the picture already in your head. For me, it’s the younger Sherry drinker. For you, it might be how few young adults put New Year’s Eve first for festive drinks spending. Either could change who you cast, which occasion you focus on and what you ask your audience to do. That’s why we’re doing this research. A familiar festive scene is easy to recreate. Giving someone a compelling reason to choose your bottle takes more thought.

Discover more > Insights & Imagination.

Ready to put these insights to work? Talk to us about a campaign built around how your audience actually chooses.

Give people a reason to choose you

The most useful finding is often the one that challenges the picture already in your head. For me, it’s the younger Sherry drinker. For you, it might be how few young adults put New Year’s Eve first for festive drinks spending. Either could change who you cast, which occasion you focus on and what you ask your audience to do. That’s why we’re doing this research. A familiar festive scene is easy to recreate. Giving someone a compelling reason to choose your bottle takes more thought.

Discover more > Insights & Imagination.

Ready to put these insights to work? Talk to us about a campaign built around how your audience actually chooses.

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