Posted on | October 31, 2013
Written by | Cara McIlwaine
Good things come in all sorts of packages—and colors and flavors and styles and sizes…
Text by Cara McIlwaine | Photos by Samuel Bristow
It is both habit and tradition that have Americans geared up for the biggest gift-giving season. In anticipation, suppliers, distributors and retailers are all eager to catch consumers’ attention with a plethora of fresh pre-packaged bottles in every imaginable shape, color, size and flavor.* Some feature complementary glassware, others offer accessories and recipe ideas, and some can be keepsakes in and of themselves. There are some unifying themes for all holiday gift items—the festive visual appeal and a major dose of added-value.
For shoppers in a rush, gift-packaged wine and spirits can be just what Santa ordered. The trick for most retailers is deciding which items to carry—and where to showcase them. Variety is key—it’s important to stock gift sets presenting a wide range of wine and spirits types, at various price points, featuring both fanciful and functional add-ons.
It is important to make sure fresh goods make it out the door before January. One tip is to keep smaller and/or less expensive items near the cash register to spur impulse sales. Be sure to educate sales staff so they can speak informatively regarding what’s in every gift pack on the floor. For example, suggesting a package with bar tools to whip up cocktails could seal the deal for someone shopping for an at-home mixologist in-training. Or, cross-referencing a boxed product with an on-the-shelf bottle can help an indecisive customer select a gift boxed liqueur for “the person who likes flavors.”
For the most part, holiday gift packaging is built around popular brands. Gift items are often more about comfort than experimentation. That makes sense—proven winners in new outfits can be a recipe for added sales as well as happy consumers, which makes all the hard work of the holiday season worth it.
*Note: Availability and pricing for gift packs will vary; check with your local sales reps to gauge what is available in your market