A BACARDI Christmas – Throw Out The Festive Rule Book.
FORGET MULLED WINE, CAROL SINGING AND A HOUSE FULL OF GUESTS. THIS CHRISTMAS BRITS ARE HOPING FOR COCKTAILS, TIKTOK AND STRONG WIFI, ACCORDING TO NEW RESEARCH.
New research from Bacardi reveals the nation’s plans for the first-ever Christmas during a global pandemic.
- It’s ‘in with the new and out with the old’ as well over a third (38%) of those surveyed embrace new Christmas customs to make their celebrations as special as possible.
- One in five (22%) say Christmas 2020 is an opportunity to ‘throw out the festive rule book’.
- Christmas 2020 will favour cocktails over mulled wine, TikTok over carol singing, and strong WiFi over fun guests.
A BACARDI Christmas – All I want for Christmas is…strong WiFi.
Even before the latest lockdown was announced, a whopping 60% of survey participants said they plan to forego 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. Meanwhile, making family TikTok videos looks likely to overtake more ‘analogue’ traditions like carol singing door-to-door.
With much of this year’s festivities going online, almost one third (31%) of Brits claim having WiFi will be the most integral ingredient when hosting throughout the festive season, enabling them to connect with friends and family – even deeming it to be more important than having fun guests around the table!
A BACARDI Christmas – For love of the MUTE button.
When it comes to festive family time, it turns out virtual isn’t all bad. 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. Cheers to that!
A BACARDI Christmas – Shaking things up.
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.
A BACARDI Christmas – Sprout-haters rejoice!
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.
“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%.
What are your Christmas traditions?
Meanwhile, check out our men’s lifestyle editorial for more drinks features.