T
he holidays—through habit and tradition alike—
have Americans gearing up for gift-giving.* In
anticipation, suppliers, distributors and retailers are
eager to catch shoppers’ attention with a fresh crop
of pre-packaged bottles of every imaginable shape, size,
color and flavor. Some sport complementary glassware,
other accessories and recipes; in still other cases, the
package itself can be a keepsake. What holiday- themed
gift items have in common, however, is both festive
visual appeal and serious added-value. For time-pressed
shoppers, gift-packed wine and spirits can be just what
Santa ordered.
The trick for most retailers, naturally, is deciding which
items to carry—and where to put them. Here, variety
is key; it is important to stock gift packs that present
a range of wine and spirit types, at a variety of price
points, featuring add-ons that present both fanciful and
functional add-ons.
As grabby as special packages appear, it is important
to make sure that fresh goods make it out the door
before January. Keeping smaller and/or less expensive
items near the register can spur impulse sales. Definitely
make sure your sales staff can speak informatively
and cheerfully regarding what is in each gift pack. For
example, cross-referencing a boxed bottle with what’s
on the shelf can help a hesitant customer green-light a
gift-boxed liqueur for “someone who likes flavors.” And
suggesting a package that has tools needed to whip
up cocktails could swing the pendulum for someone
shopping for a budding mixologist.
In most cases, holiday gift packaging is built around
popular brands. That makes sense. Gift items are often
more about comfort than experimentation. Proven
winners in fresh outfits. That’s a recipe for added sales
and happy customers, which make all the frenetic work of
the holiday season worthwhile.
■
Good things come in all sorts of packages—from tin canisters
and window boxes to velvet bags and leather display stands—
often accompanied by simpatico tools and glassware.
2012
holiday
gift guide
the beverage network’s 2012 special vap section
text by
cara McIlwaine
Photographs by
samuel bristow
*
Note: Availability and pricing for gift packs will vary; check with your local sales reps to gauge what is available in your market.
