2 4 1

Sources:
C&C On-Trade Christmas Review 2024; C&C GB On-Trade Quarterly Insights July 2025

Speak to your Account Manager for more support on perfecting your premium listings this Christmas!

  • Feature a differentiated range, with optimised price laddering, to encourage exploration and support trade-ups

  • Highlight premium spirits and wines on your drinks list to encourage premiumisation

  • Deliver regular training so that your team feel confident speaking about trade-up

Win with premium this festive season
As people are more willing to experiment with new drinks over Christmas, use staff recommendations and menu nods to encourage them to explore with their sips.
Top Tip:

Not just for the summer, rosé wine has fast become a sip to enjoy all year round, and it goes well with the complex tastes that Christmas lunch brings. Minuty Prestige Côtes de Provence, with its Provençal charm and refined profile, offers a premium option that adds a touch of sunshine to the season and invites guests to celebrate in style.

As one of the most popular styles of wine that customers thirst for, don’t miss out on the opportunity to level up your Pinot Grigio listings with a premium branded option, such as Fantinel Sant’ Helena “Rocciaponca” Pinot Grigio Collio – 100% Pinot Grigio and full-flavoured with aromatic notes.

An English response to a red wine from Burgundy, Balfour Luke’s Pinot Noir has silky, vibrant red fruit aromas. Delicate and bold at the same time, it’s an ideal drink to pair with Christmas dinners.

With sustainability now a key factor in premium drinks choices, alternatively packaged wines offer a smart solution. Canned Wine Old Vine Garnacha is easy to serve, reduces waste, and delivers quality that rivals traditional bottle pours. Serve it by the 250ml glass or let guests enjoy the full experience straight from the can!

Friendly by name, friendly by nature, Laurenz V Friendly Gruner Veltliner is an Austrian response to Sancerre – perfect for customers looking to expand their palates when out for festivities.

Barolo, also known as the “king of wines”, is made with 100% Nebbiolo grapes and has Italian DOCG status. Enrico Serafino Barolo is full-bodied with chewy tannins and a pleasant finish. It’s a great partner to roasts or as an after-dinner drink.

The original special occasion wine, encourage trade ups of Icauna Chablis by putting this by the glass. Fresh, clean and fruity, it's a great partner for a variety of dishes.

Unlock upsell magic with smart ranging, price laddering, and menu design - nudging guests beyond the house pour and into something more adventurous.
Top Tip:
of drinkers agree it’s worth paying more for a good quality wine

Make the
Absolut Vanilia Polar Espresso Martini:

25ml Absolut Vanilia Vodka
25ml Kahlua
10ml Chocolate syrup
50ml Espresso
3 coffee beans

Shake all ingredients, other
than the coffee beans, over ice.
Strain into a coupe glass.
Garnish with 3 coffee beans.

Make the
Altos Plata
Santa Margarita:

50ml Altos Plata
25ml Lime juice
25ml Cranberry juice
15ml Pomegranate syrup

Prepare a rocks glass with a sugared rim. Shake all ingredients with ice
and strain.

Make the
Havana Club
Golden Swizzle:

50ml Havana 7
50ml Pineapple juice
25ml Lime juice
25ml Orgeat
Dash of bitters

In a highball glass, build ingredients over ice. Add a dash of bitters to top.

Complement your core listings with premium sips to appeal to both treat-seekers and value hunters. Offer promotions or discounts to boost quieter hours.
Top Tip:

As wine can often be viewed as complex and overwhelming, a tiered range encourages exploration and supports premium trade-up.

Cocktails are a fantastic way to take your premium spirit serves beyond evening and late night. 45% of cocktail drinkers say they would pay more for a cocktail featuring a premium spirit brand.

A Vine Time
Cocktail o’Clock
are open to experimenting in their cocktail choice.
Appeal to those who like to experiment with twists on the classics and trending spirits serves.
Top Tip:

Make the
Patrón Margarita:

50ml Patrón Silver Tequila
25ml Fresh lime juice
20ml Orange liqueur
10ml Agave syrup
(optional, for sweetness)

Add all ingredients to a shaker with ice. Shake well until chilled. Strain into a coupe, serve up. Garnish with a lime wheel and, if you like, a salt rim.

Make the
XO Espresso Martini:

50ml Patrón XO Café
30ml Freshly brewed espresso
20ml Coffee liqueur
10ml Simple or vanilla syrup
(adjust to taste)
3 coffee beans

Brew espresso and let it cool slightly. Add all ingredients to a shaker with plenty of ice. Shake hard until well chilled and frothy. Fine strain into a chilled coupe or martini glass. Garnish with 3 coffee beans.

The iconic dark and decadent Patrón XO Café blends smooth super-premium Patrón Silver and the rich flavours of fine Arabica coffee. It came back to market at the start of this year, so feature it on your festive menu to offer your customers the taste of something they might not have had in a while.

Ultra smooth and ultra-premium, Patrón Silver is handcrafted every step of the way, from the farmers harvesting agave, to meticulous distilling, aging in handmade barrels, and finishing with each signature bottle measured and moulded to perfection.

Make these standout spirits pop on your back bar to catch the eye and feature them in classic or bespoke serves to spark interest and drive upsell.
Top Tip:
In the
Premium Spirit
Homegrown gems
consumers are spending more per occasion
seek recommendations from their server, so get your staff trained and enthusiastic to talk about your premium spirits
pay attention to the menu, so make sure you’ve got your premium spirits spotlighted as a main or alternative option
trust recommendations from friends or family, so share your seasonal sips on social media
Highlighting local drinks or those that showcase sustainability credentials can give consumers that feel-good feeling.
Top Tip:
of drinkers say it is worth paying more for a better-quality drink
view the on-trade as a “special occasion or treat”

Make the
Cotswolds
Cloudy Highball:

50ml Cotswolds Signature Single Malt
Ginger ale
Orange slice
Fill highball glass with ice.

Add Cotswolds Signature Single Malt,
top with ginger ale.
Garnish with orange slice.

Make the
Dutch Barn Black Forest Espresso Martini:

50ml Dutch Barn Black Cherry Vodka
25ml Espresso liqueur
30ml Fresh espresso
10ml Caramel syrup
Pinch salt
Maraschino cherry
3 coffee beans

Dry shake, wet shake. Fine strain into martini glass. Drop in a maraschino cherry and drizzle the syrup over the top, add coffee beans.

Why go premium when you
can go super premium?

Millennials are increasingly trading up to super-premium drinks, showing a strong willingness to spend more on high-quality, often experimental spirits and premium beverages.

The first whisky to be distilled in the idyllic Cotswolds, Cotswolds Distillery’s Single Malt is crafted using traditional methods and local barley, offering notes of honey, spice, and dried fruit. Top-notch ingredients and a top-notch taste make this an excellent cosy sip for festive evenings.

Dutch Barn Vodka, co-owned by comedian Ricky Gervais, is crafted with British apples in a cutting-edge distillery in an old Dutch barn (hence the name) at Ellers Farm in York. Their goal is to create the best possible vodka that’s committed to sustainability.

Elevate your customers’ drinking experience and uplift those profit margins by showcasing your premium spirits through staff recommendations, menu nods and bespoke cocktails.

Get inspired for your festive menu with some top tips and premium picks from our range that will appeal to those looking to splurge, from standout spirits to showstopping wines.

Whether it’s a cosy catch up or a big festive party, Christmas is an indulgent time of year. As people seek memorable experiences when they visit the on-trade, many are happy to pay extra for the perfect serve.

Help your customers celebrate the season with a range of premium sips that will make their visit feel special, no matter the occasion.

Treat and Trade up

Speak to your Account Manager for more support on perfecting your premium listings this Christmas!

Speak to your Account Manager for more support on perfecting your premium listings this Christmas!

  • Feature a differentiated range, with optimised price laddering, to encourage exploration and support trade-ups

  • Highlight premium spirits and wines on your drinks list to encourage premiumisation

  • Deliver regular training so that your team feel confident speaking about trade-up

Win with premium this festive season

Sources:
C&C On-Trade Christmas Review 2024;
C&C GB On-Trade Quarterly Insights July 2025

Not just for the summer, rosé wine has fast become a sip to enjoy all year round, and it goes well with the complex tastes that Christmas lunch brings. Minuty Prestige Côtes de Provence, with its Provençal charm and refined profile, offers a premium option that adds a touch of sunshine to the season and invites guests to celebrate in style.

With sustainability now a key factor in premium drinks choices, alternatively packaged wines offer a smart solution. Canned Wine Old Vine Garnacha is easy to serve, reduces waste, and delivers quality that rivals traditional bottle pours. Serve it by the 250ml glass or let guests enjoy the full experience straight from the can!

As people are more willing to experiment with new drinks over Christmas, use staff recommendations and menu nods to encourage them to explore with their sips.
Top Tip:

The original special occasion wine, encourage trade ups of Icauna Chablis by putting this by the glass. Fresh, clean and fruity, it's a great partner for a variety of dishes.

An English response to a red wine from Burgundy, Balfour Luke’s Pinot Noir has silky, vibrant red fruit aromas. Delicate and bold at the same time, it’s an ideal drink to pair with Christmas dinners.

Barolo, also known as the “king of wines”, is made with 100% Nebbiolo grapes and has Italian DOCG status. Enrico Serafino Barolo is full-bodied with chewy tannins and a pleasant finish. It’s a great partner to roasts or as an after-dinner drink.

As one of the most popular styles of wine that customers thirst for, don’t miss out on the opportunity to level up your Pinot Grigio listings with a premium branded option, such as Fantinel Sant’ Helena “Rocciaponca” Pinot Grigio Collio – 100% Pinot Grigio and full-flavoured with aromatic notes.

Friendly by name, friendly by nature, Laurenz V Friendly Gruner Veltliner is an Austrian response to Sancerre – perfect for customers looking to expand their palates when out for festivities.

Unlock upsell magic with smart ranging, price laddering, and menu design - nudging guests beyond the house pour and into something more adventurous.
Top Tip:
of drinkers agree it’s worth paying more for a good quality wine
A Vine Time

As wine can often be viewed as complex and overwhelming, a tiered range encourages exploration and supports premium trade-up.

Make the
Absolut Vanilia Polar Espresso Martini:

25ml Absolut Vanilia Vodka
25ml Kahlua
10ml Chocolate syrup
50ml Espresso
3 coffee beans

Shake all ingredients, other
than the coffee beans, over ice.
Strain into a coupe glass.
Garnish with 3 coffee beans.

Make the
Havana Club
Golden Swizzle:

50ml Havana 7
50ml Pineapple juice
25ml Lime juice
25ml Orgeat
Dash of bitters

In a highball glass, build ingredients over ice. Add a dash of bitters to top.

Make the
Altos Plata
Santa Margarita:

50ml Altos Plata
25ml Lime juice
25ml Cranberry juice
15ml Pomegranate syrup

Prepare a rocks glass with a sugared rim. Shake all ingredients with ice and strain.

Complement your core listings with premium sips to appeal to both treat-seekers and value hunters. Offer promotions or discounts to boost quieter hours.
Top Tip:

Cocktails are a fantastic way to take your premium spirit serves beyond evening and late night. 45% of cocktail drinkers say they would pay more for a cocktail featuring a premium spirit brand.

Cocktail o’Clock
are open to experimenting in their cocktail choice.
1 IN
Appeal to those who like to experiment with twists on the classics and trending spirits serves.
Top Tip:

Make the
Patrón Margarita:

50ml Patrón Silver Tequila
25ml Fresh lime juice
20ml Orange liqueur
10ml Agave syrup
(optional, for sweetness)

Add all ingredients to a shaker with ice. Shake well until chilled. Strain into a coupe, serve up. Garnish with a lime wheel and, if you like, a salt rim.

Make the
XO Espresso Martini:

50ml Patrón XO Café
30ml Freshly brewed espresso
20ml Coffee liqueur
10ml Simple or vanilla syrup
(adjust to taste)
3 coffee beans

Brew espresso and let it cool slightly. Add all ingredients to a shaker with plenty of ice. Shake hard until well chilled and frothy. Fine strain into a chilled coupe or martini glass. Garnish with 3 coffee beans.

Ultra smooth and ultra-premium, Patrón Silver is handcrafted every step of the way, from the farmers harvesting agave, to meticulous distilling, aging in handmade barrels, and finishing with each signature bottle measured and moulded to perfection.

The iconic dark and decadent Patrón XO Café blends smooth super-premium Patrón Silver and the rich flavours of fine Arabica coffee. It came back to market at the start of this year, so feature it on your festive menu to offer your customers the taste of something they might not have had in a while.

Make these standout spirits pop on your back bar to catch the eye and feature them in classic or bespoke serves to spark interest and drive upsell.
Top Tip:

Why go premium when you
can go super premium?

Millennials are increasingly trading up to super-premium drinks, showing a strong willingness to spend more on high-quality, often experimental spirits and premium beverages.

The first whisky to be distilled in the idyllic Cotswolds, Cotswolds Distillery’s Single Malt is crafted using traditional methods and local barley, offering notes of honey, spice, and dried fruit. Top-notch ingredients and a top-notch taste make this an excellent cosy sip for festive evenings.

Make the
Cotswolds
Cloudy Highball:

50ml Cotswolds Signature Single Malt
Ginger ale
Orange slice
Fill highball glass with ice.

Add Cotswolds Signature Single Malt,
top with ginger ale.
Garnish with orange slice.

Dutch Barn Vodka, co-owned by comedian Ricky Gervais, is crafted with British apples in a cutting-edge distillery in an old Dutch barn (hence the name) at Ellers Farm in York. Their goal is to create the best possible vodka that’s committed to sustainability.

Make the
Dutch Barn Black Forest Espresso Martini:

50ml Dutch Barn Black Cherry Vodka
25ml Espresso liqueur
30ml Fresh espresso
10ml Caramel syrup
Pinch salt
Maraschino cherry
3 coffee beans

Dry shake, wet shake. Fine strain into martini glass. Drop in a maraschino cherry and drizzle the syrup over the top, add coffee beans.

Homegrown gems
Top Tip:
Highlighting local drinks or those that showcase sustainability credentials can give consumers that feel-good feeling.
of drinkers say it is worth paying more for a better-quality drink

Elevate your customers’ drinking experience and uplift those profit margins by showcasing your premium spirits through staff recommendations, menu nods and bespoke cocktails.

2 4 1

In the
Premium Spirit

Get inspired for your festive menu with some top tips and premium picks from our range that will appeal to those looking to splurge, from standout spirits to showstopping wines.

seek recommendations from their server, so get your staff trained and enthusiastic to talk about your premium spirits
1 IN
pay attention to the menu, so make sure you’ve got your premium spirits spotlighted as a main or alternative option
1 IN
trust recommendations from friends or family, so share your seasonal sips on social media
1 IN
1 IN
consumers are spending more per occasion
view the on-trade as a “special occasion or treat”

Whether it’s a cosy catch up or a big festive party, Christmas is an indulgent time of year. As people seek memorable experiences when they visit the on-trade, many are happy to pay extra for the perfect serve.

Help your customers celebrate the season with a range of premium sips that will make their visit feel special, no matter the occasion.

Treat and Trade up