In the beverage alcohol trade, the winter holidays are already upon us, and executives at all three tiers of the industry are banking heavily on another strong festive season to round out what has been, for many, a tumultuous year. Brands are releasing new expressions, new packaging, or in some cases, re-releasing holiday favorites in attempts to inspire some holiday magic. “Because we see more at-home entertaining and gifting around the holidays, holiday-centric products—be they LTOs (limited-time offers), packaging, a cocktail recipe, or otherwise—provide an effective way to stand out with shoppers seeking products for those occasions,” says Campari America managing director Melanie Batchelor. “The products themselves tend to stand out more, but often they’ll also receive better in-store placement as retailers are aware of the influx of shoppers looking…
