Alcohol Firms Go Quirky When Marketing Holiday Gift Sets

--Quirky alcohol holiday-gift offerings this year include a pricey mixology set and wine sold with matching make-up

--Nearly half of U.S. wine sales and roughly 40% of higher-priced spirits are sold in final three months of the year

--Consumers tend to buy alcoholic beverages as gifts or to bring to holiday parties and other special occasions

By John Kell

Consumers in the market for a nearly $4,000 mixology set, a bottle of wine sold with matching make-up, or even a liquor bottle strapped to a bike are in luck this holiday season, as firms tackle those looking for an unusual gift.

While long lines and scuffles at brick-and-mortar stores generates more buzz for the purveyors of toys, electronics and clothes, spirit and wine makers also have a lot invested in the final months of the year.

Nearly half of annual domestic sales of wine and roughly 40% of higher-priced spirits are sold in the final three months of the year as consumers tend to buy alcoholic beverages as gifts or to bring to holiday parties and other special occasions.

Frank Coleman, senior vice president of the Distilled Spirits Council of the United States, said many spirits brands offer some variety of holiday packages during the final months of the year. Mr. Coleman said those prepackaged offerings can often include glassware, cocktail shakers and bottle stoppers.

Tumi Holdings Inc. (TUMI) is tackling the high-end market this year, as only 60 of the travel accessory maker's $3,995 mixology set are being sold globally this year. The case, handmade in Italy, comes with a voucher for two bottles of Ketel One vodka as part of a partnership with Diageo PLC (DGE.LN).

Alan Krantzler, senior vice president of brand management at Tumi, said the company is primarily selling the mixology sets in the U.S. this year and hopes to bring more to market next year, though Tumi intends to keep the line a limited offering. Mr. Krantzler said Tumi hasn't been able to meet demand this year.

Exclusive offerings are fairly common for spirits makers during the holiday season. A bike sold with a St-Germain Liqueur bottle holder was sold out at one point, only recently getting restocked. Beam Inc. (BEAM), meanwhile, is only selling 1,000 Jim Beam bourbon-filled decanters that are in the shape of the company's American Stillhouse distillery.

Accessories pairings are also trendy. A bottle of Dewar's Scotch whisky is being sold with a men's travel bag while some bottles of Patron tequila will include a guitar-shaped bottle stopper.

On the wine side, Constellation Brands Inc.'s (STZ) Clos du Bois is going for a more affordable price point with a $30 bottle of red blend wine that is sold with three cosmetic items.

And though beer sales aren't as tied to the holiday season as spirits and wines, even brewers opportunistically market their exclusive brands near the key shopping season. For example, Sam Adams brewer Boston Beer Co. (SAM) generally sells its limited batch of Utopias during the holiday season. This year's batch of the 29% ABV beer, which sells at $190 a bottle, hit retail shelves in early November.

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