Top toasting trends for the holiday season

20th December, 2016 by Kristiane Sherry

More than two thirds will mark the holiday season by raising a glass in a toast at some point during the festivities, global research from Diageo has found – but how should one toast in 2016?

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The study, which surveyed 7,000 people around the world, found that toasting traditions vary tremendously, demonstrating the cultural significance of celebration rituals.

From Danish hygge to Scottish Hogmanay, toasting trends span superstitions, seductions, and even celebrating beloved pets.

“Toasting as a way to mark the moment during a celebration is nothing new, but our research shows just how far the tradition has come since its beginnings in the Neolithic period,” said Carolyn Panzer, Diageo’s Alcohol in Society Director.

“Our research suggests two thirds of the world will be raising a toast of celebration this festive season and we know that where people celebrate, and who they do it with, is just as important as the drinks they choose to toast with.

“The global language of celebration is about people enjoying rituals and traditions that help mark the moment at this special time of year.”

Click through the following pages to discover some unusual toasting traditions from around the world.

How do you mark the festive season? Will you be raising a toast? Let us know in the comments below.

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