Holiday Buzz
The Holiday Buzz: A New Era of Holiday Cheer
As the holiday season approaches, consumers are reshaping festive beverage choices to blend wellness, indulgence, and innovation. While traditional alcoholic drinks remain popular, a new wave of buzz beverages—low-alcohol, functional, and CBD/THC-infused—are redefining celebrations. This isn’t just a trend; it’s a cultural shift where indulgence meets mindfulness, blurring the line between luxury and wellness.
In a world that values both mental clarity and celebration, brands have an exciting opportunity to shape modern holiday moments. Findings from our recent AUC Custom Research reveal that 48% of respondents emphasize that making guests feel comfortable is their top priority, focusing on flavor profile, brand reputation, and price/value as the top factors consumers consider when choosing holiday beverages. This reflects a heightened consumer focus on quality and experience, with brands poised to meet these evolving demands. By tapping into these behaviors, brands can capture both hearts and carts, whether through a luxury whiskey toast, a low-ABV cocktail, or a calming CBD-infused mocktail.
A Holiday Season of Balance and Choice
Health and wellness have become central to holiday gatherings, with more consumers seeking drinks that allow celebration without compromise. Gone are the days of overindulgence; today’s hosts favor options that offer the festive experience without the drawbacks. Wellness has also become a status symbol, with guests choosing mindful options that signal a commitment to health.
Low-ABV drinks have become the go-to for holiday parties, especially for Millennials and Gen Z, with 58% of Millennials reporting they are cutting back on alcohol. Our study further shows that low-ABV drinks are especially popular among those with incomes of $75,000 and above, and are particularly appealing to younger adults aged 21 – 49. These options, aligned with the sober-curious movement, allow consumers to enjoy festive cocktails without the heavy hit of alcohol, striking the balance that many modern hosts seek.
Additionally, CBD-infused beverages have gained traction as a favorite this holiday among those making $75,000 or more, with 60% of respondents in this income bracket expressing interest in these relaxing alternatives. In regions where cannabis is legal, the study shows that THC-infused drinks also resonate with consumers aged 21 – 25 and 35 – 49, offering a controlled social buzz that appeals as an alternative to traditional alcohol. A CBD mocktails and THC-infused, served as an after-dinner digestif, offers the calm many crave during the holiday rush—without the mental fog.
Beyond alcohol and cannabis, functional drinks with wellness ingredients like adaptogens and nootropics are entering the holiday scene. These beverages cater to consumers seeking calm and focus amid holiday chaos, with nootropics being particularly popular among those aged 35 – 49. This trend reflects the rise of beverages that offer more than a simple buzz—they deliver benefits, such as relaxation, focus, and enhanced mood.
Eco-consciousness is also influencing holiday purchases. Although eco-friendly options rank lower in priority, some consumers, particularly men, still value sustainability when it aligns with their holiday beverage choices. Brands that offer responsibly sourced ingredients and sustainable packaging are resonating with this subset of climate-conscious shoppers.
Holiday celebrations no longer have to be defined by excess; today’s holiday buzz beverages offer a blend of indulgence, wellness, responsibility, and most importantly choice, creating a more balanced way to toast the season.
Experience-Driven Consumption
While wellness drinks are on the rise, 85% of respondents plan to buy alcoholic drinks this holiday season, with luxury alcohol still holding a cherished place in holiday celebrations. Premium spirits and craft beverages have become symbols of tradition, self-care, and refined indulgence, particularly for gatherings that call for a special touch. In an uncertain economy, consumers are increasingly embracing “affordable luxury”—small indulgences, like a fine whiskey or vintage wine, that elevate holiday moments. According to our study, nearly three-quarters of consumers purchase luxury alcohol specifically for the holidays, underscoring the continued appeal of premium experiences during this festive season.
These high-end products are more than just alcohol; they bring a unique experience through artisanal craftsmanship, exclusive ingredients, and flavors that elevate the festive atmosphere. This season, “flexible hosting” is trending, with hosts offering diverse options that cater to every preference. Interactive setups, like “build-your-own” cocktail bars or “curated holiday bars,” allow guests to personalize their drinks, adding a social, Instagrammable element that resonates with experience-driven Millennials. Our research confirms that indulgence and celebration remain especially important for those with higher incomes, who seek options that appeal to both the sober-curious and luxury enthusiasts.
The “Dopamine Menu” trend, focused on small, mood-boosting actions to counter burnout, is shaping holiday beverage offerings. This trend sees hosts introducing low-ABV cocktails, CBD-infused drinks, and functional beverages as ways to bring joy and wellness to the festive season. The concept of a “Dopamine Drink” bar, where guests can customize drinks to elevate mood and mental well-being, is gaining popularity. This approach aligns with the season’s emphasis on celebration and connection, making wellness-focused beverages both engaging and uplifting.
These experiences bring people together in ways that go beyond the drink itself, a bottle of luxury champagne for a toast, an interactive mixology session, a curated tasting flight of THC-infused drinks, or a dopamine-boosting “build-your-own” cocktail—these experiences bring people together in ways that go beyond the drink itself. For brands, the holidays present an ideal opportunity to position their products as part of these experiences. This is about more than just drinking; it’s about creating moments that are meaningful, shareable, and joyfully uplifting.
A Buzzing Future for Holiday Beverages
As the holiday season unfolds, the buzz beverage landscape has transformed into a vibrant mix of wellness, luxury, personalization, and experience. Low-alcohol drinks, CBD/THC-infused options, functional beverages, and premium spirits each offer something unique, creating an inclusive holiday experience that suits everyone—from the wellness-focused to the connoisseur.
Our research highlights that consumers prioritize flavor and variety, followed by health and wellness, when selecting holiday beverages. This preference for both flavor and wellness indicates that brands blending tradition with innovation, indulgence with wellness, and luxury with sustainability are well-positioned to connect with today’s holiday hosts. The season is here, and it’s buzzing with opportunities for brands to engage with consumers in fresh, meaningful ways.