Why festive drink sales are starting early and how you can get ready

A season of early celebrations

There’s something about this time of year that makes people want to raise a glass. A quiet whisky at home, a bottle of something special for a host, or champagne for the big countdown. And lately, folks aren’t waiting until the last minute. They’re ordering earlier. They’re going premium. 

We looked at Wolt order data across Europe and the numbers back it up: customers are planning ahead, buying better-quality bottles, and keeping the party going through the very end of the year.

That’s good news if you run a restaurant or alcohol store on Wolt. Because it means you’ve got two strong waves of opportunity: early planners and last-minute shoppers. Here's what we're seeing and what you can do to make the most of it.

When demand actually hits (two clear waves)

Shoppers don’t buy on just one day. We see two waves you can plan around:

• Wave 1: Early gifting (early–mid December): Premium bottles and gift sets start climbing. Make sure these are in stock and easy to find.

• Wave 2: Final-week top-ups (Dec 24–31): Same-day orders spike for gatherings and New Year’s. Prioritize fast movers (sparkling, beer, mixers, ice), extend hours if you can, and keep delivery windows accurate.

💡 What to do now:

Plan for both waves. Stock and promote festive gifts from early December, then ramp up your visibility during the final 10 days when same-day demand surges.

Customers are spending more on fewer, better bottles

If one trend defines this festive season, it’s quality over quantity. Across Europe, Wolt data shows that customers are trading up; choosing premium spirits, fine wines, and celebratory champagnes more often than ever.

The numbers tell the story. In December, orders for Macallan grew by +283%, Glenfiddich by +586%, and Moët & Chandon by +266%. Customers are celebrating with intention, opting for higher-end drinks that turn gatherings into occasions.

💡 What to do now:

• Lead with premium: Put those top-shelf bottles where people can easily find them.

• Bundle with care: Think “Luxury Cocktail Kit” or “Holiday Sparkling Set”. Obvious names with simple descriptions.

Make the most out of the gifting mindset

One of the biggest shifts we saw? People using Wolt to send gifts. Especially when it comes to alcohol. Bundles, tasting kits, wine boxes … all the way up to the weeks before Christmas.

It makes sense. Picking out a nice bottle feels personal. But bundling it with a bow makes it gift-ready.

💡 What to do now:

• Create pre-packed sets: Clear labels like “For the whisky lover” or “Host-ready wine trio” help shoppers decide fast.

• Highlight convenience: Show that it’s giftable with fast delivery and good packaging.

• Cross-sell smartly: Add chocolate, fruit, or dessert items to increase cart size and help with last-minute gifts.

Visibility beats discounts

Here’s a stat that might surprise you: alcohol venue views on Wolt jumped 35% month-over-month in December. Interestingly, this increase happened even though there were fewer discounts running during that time.

That tells us something important: when shoppers are in a festive mood and ready to buy, visibility matters just as much as price. Stores that showed up high in search were the ones that got the orders.

Merchants who invested in Wolt Ads during December saw stronger conversion, especially on key festive days like Christmas Eve and New Year’s Eve. Ads help your store appear higher in search results, keep your best-sellers visible, and capture those last-minute shoppers who are ready to order.

💡 What to do now:

• Plan visibility, not just pricing: A well-timed Ads campaign can outperform deep discounts during the busiest weeks of the year.

• Start early: Launch Ads by early December to stay top-of-mind when browsing spikes.

• Keep it fresh: Update product photos and highlight best-sellers to attract quick, confident buyers.

What to do next

Festive orders are already picking up. And they’re only going to grow. Customers are shopping smarter, earlier, and with more intention. They're after ease, speed, and something that feels a little special.

Your job? Be ready before they scroll.

• Sort your festive range now.

• Package and label your gift options clearly.

• Make sure your premium picks are easy to find.

• Launch Wolt Ads before the rush.

Because when people are buying drinks to celebrate, they don’t want to search. They just want to see something good and tap.