Drinks by the Dram updates advent calendar collectionBy Melita Kiely
Fans of the Drinks by the Dram advent calendars can expect new themed packaging and collaborations for Christmas 2018, including the addition of a World Whisky iteration.
The World Whisky Advent Calendar joins the original Whisky Advent Calendar and other packages such as Gin, Bourbon and Rum, and includes whiskies from Ireland, Japan, Taiwan, England, India and more.
Inside this year’s Old & Rare Advent Calendar, buyers will find a miniature of The Blended Whisky Company’s XL Blend – matured for more than 40 years – behind one of the doors.
Meanwhile, inside the original Whisky Advent Calendar, consumers will find a selection of expressions such as the Lost Distilleries Blend Batch 8 from The Blended Whisky Company and Japanese whisky Nikka from the Barrel.
Sales of the calendars have increased by almost 75% year on year, according to Drinks by the Dram. To meet growing demand, this year’s calendars have been given a “global feel” with updated designs, while still containing 24 wax-sealed 30ml drams.
The company has also partnered with Douglas Laing to create a calendar dedicated to the independent bottler.
James Griswood, senior product manager, Drinks by the Dram, said: “Our Drinks by the Dram advent calendars have become an annual Christmas essential for many consumers, along with the tree, turkey and festive jumpers.
“We see great loyalty for these calendars and a large number of consumers come back year after year to treat themselves to one.
“With stunning new designs this year, on a range of our best sellers, they look better than ever and also make the perfect gift for any drinks enthusiast.”