January 27, 2022

Brits turning away from traditional tipples as they make more discerning drinks choices this Christmas, claims research

New research from Bacardi reveals people are throwing out the festive rule book this year with well over a third (38%) of those surveyed looking forward to embracing ‘more modern’ Christmas customs – including mixing up their drink choices. 

One in five (21%) say they will be putting in “maximum effort” to make it the most special holiday season ever – from creating virtual Christmas celebrations that maintain the festive magic of yesteryear, to amping up their hosting skillsto create extra special food and drinks for their ‘quaranteams’. 

Data shows a whopping 60% of survey participants will be foregoing in-person gatherings to celebrate with loved-ones digitally this year. That means everything from hosting a virtual Christmas quiz (36%) or cocktail party (13%), to joining family video calls for Christmas morning ‘unboxing’ (32%), are set to be the norm this Noel.  

When it comes to festive family time, nearly a third (30%) admitted they’re secretly thrilled to be missing out on the seasonal arguments and visiting extended family this year, while two in five (39%) are celebrating the loss of the office Christmas party.  

Staying home and having fun digitally doesn’t mean the nation won’t be celebrating in style. Brits are raising the hosting bar – literally. Internet searches for ‘cocktail recipes’ spiked in April and May as lockdown learners spent their time at home dusting off the cocktail shaker and honing their mixology skills. Now, that trend looks set to continue as half of those surveyed (50%) claim they’ll be incorporating cocktails into their Christmas celebrations more than in previous years, knocking traditional tipples such as mulled wine (36%), beer (45%) and wine (42%) off their perch.   

Discerning Brits are also looking to impress by using quality spirits (41%) and serving showstopping cocktails, with almost one in five (18%) saying it’s a must for their celebrations this year.  

The research revealed vodka will be the spirit at-home mixologists use most this year, with 20% planning to serve post-Christmas dinner espresso martini cocktails. The nation’s favourite spirit, gin, is showing no signs of slowing in popularity either – the top Christmas gin cocktails are tipped to be the G&T and the Gin Fizz, whilst berries (20%) are the favoured home ingredient for festive cocktail garnishes.  

The festive food scene is getting a revamp this Christmas too, with British seasonal staples such as sprouts (24%), having smoked salmon and bubbles for breakfast (20%), and bread sauce (18%) on their way out, with a Christmas Day curry (15%) and a vegan nut roast (10%) just a couple of the new ways we are set to mix things up this season. 

Brenda Fiala Global VP of Strategy, Insight and Analytics for Bacardi Ltd, commented: “Now more than ever, people are craving connections. Celebrations may be different this year, but people still want to celebrate in style and they are approaching this festive season with a new mindset. That means they’re pushing the boat out, shaking up traditions to create their perfect Christmas Day, and becoming increasingly discerning in their drinks choices, to make even virtual toasts as special and memorable as ever.” 

Whether you’re a cocktail classicist or a modern mixologist, Bacardi has got you covered with great gifting ideas. The Bacardi Gift Shop on Amazon.co.uk, is a one-stop-shop for all your Christmas spirit and cocktail needs – whether it’s raising a toast in a virtual cocktail party or treating yourself and loved-ones to an extra special gift. 

New festive traditions Brits are embracing this year

  • Roast beef instead of turkey 22% 
  • Making a Christmas playlist 16% 
  • A Christmas curry 15% 
  • A Christmas Zoom quiz with friends and family 14% 
  • Hosting a virtual drinks party 13% 
  • After lunch espresso martini cocktails 12% 
  • Christmas cosmopolitan cocktails 12% 
  • Posting a picture of the Christmas table on Instagram 12% 
  • Making a vegan nut roast 10% 
  • Ordering festive drinks and food to go 10% 
  • Zoom Christmas carols with family and friends 9% 
  • A roast sea bass 8% 
  • Digital sync up of an afternoon film with family 6% 
  • Making a family TikTok video 6% 
  • Ordering Christmas dinner delivery 5% 

Old festive traditions Brits are turning away from

  • Sprouts 24% 
  • Mulled wine 22% 
  • Smoked salmon and bubbles for breakfast 20% 
  • Eggnog 20% 
  • Carol singing door to door 20% 
  • Bread sauce 18% 
  • A traditional roast turkey 17% 
  • Putting a coin in a Christmas pudding 16% 
  • Watching a Bond film 15% 
  • Watching the Queen’s speech 15% 
  • Gammon 14% 
  • Kisses under the mistletoe 12% 
  • Lighting brandy on the Christmas pudding 11% 
  • Satsumas in stockings 10% 
  • Making Christmas sandwiches 10% 

*The research of 1,000 UK respondents aged 18-55 was conducted via Perspectus Global during October 2020.