The alternative Advent Calendar phenomenon shows no sign of slowing with 94% of those who have had a spirits Advent Calendar saying they would buy one again.

The countdown to Advent has begun and the race to find the perfect Advent Calendar continues. Gone are the days when Advent Calendars only contained chocolate or even just a pretty picture behind a door – now Advent Calendars are available in a whole host of styles, from beauty to beer, wine and spirits, and even cheese and jewellery.

For 2019, Drinks by the Dram has returned for the 8th year running with a brand new line-up of stunning Advent Calendars. From the innovative That Boutique-y Gin Company Advent Calendar shown in the man image and priced at £50, through gin, whisky, vodka, rum…the list continues (from £100-£10,000).

Drinks by the Dram probably creates the most extensive range of spirits Advent Calendars on the market with a Calendar to suit every pocket and taste bud.


“If you’ve never held one of the Drinks by the Dram calendars, you’ll be in for a pleasant surprise. They are not like one of those light flimsy advent calendars so many of us are used to. The calendars are substantial, weighty, high-quality pieces that are guaranteed impress anyone at Christmas!” – Paul Godbold.

Drinks by the Dram’s 2019 advent calendar research shows…


To coincide with the launch, the brand has conducted a survey to find out more about Brits’ Advent habits.

Millennials are most likely to buy a Spirits Advent Calendar.
The younger, millennial, generation is more likely to buy a spirits Advent Calendar. 76% of 25-34-year-olds in the UK would buy one, versus 56% of Brits in general, and only 33% of over 65s.

We still love Advent.

Advent is still part of the festive tradition for 64% of Brits.
However, Advent Calendars are much more of a festive tradition for the younger generation, with 85% of 25-34-year olds seeing them as an important festive tradition versus only 41% of 65+-year-olds.

We’re a nation of self-gifters.
Out of 50 cities surveyed, the people from 35 said they would be more likely to buy a spirits Advent Calendar for themselves than for a friend, while 29 cities were more likely to buy for themselves than ANYONE else.

The #treatyoself mentality continues as millennials are most likely to buy themselves a spirits Advent Calendar, with 60% saying they would self-gift.

Londoners are the most likely to self-gift, with 48% saying they would purchase a spirits Advent Calendar for themselves, while people from Northern Ireland are the least likely, with only 38% saying they would self-gift.

That said, we’re also a nation of sharers when it comes to actually drinking our drams of spirits, with over three quarters (78%) of those surveyed saying they would share at least some of their drams.

Despite being the most likely to buy themselves an Advent Calendar and contrary to popular belief, Londoner’s are also most likely to share the drams once they have opened their Advent Calendar, with 88% saying they would share at least some of the drams from their Calendar with friends. That’s 24% more than those in the South West with only 63% choosing to share.

The Whisky Advent Calendar (2019 Edition).


While gin has been the most talked-about spirit of 2019, whisky and gin are on a level playing field in the UK when it comes to choosing a spirits Advent Calendar. 28% of those surveyed said they would prefer a whisky Advent Calendar while another 28% chose gin.

That Boutique-y Gin Company Advent Calendar.


The North/South Divide!
Yorkshire has the biggest gin lovers, with 43% of those surveyed choosing a gin Advent Calendar over other spirits.

However, the tide might be turning for gin as trend leaders in London are much less likely to choose a gin Advent Calendar than the rest of the UK, with just 18% vs 28% national average. In contrast, Londoners are big whisky drinkers with 36% choosing whisky vs the national average of 28%. This even beats Scotland, where only 33% would choose a Whisky Advent Calendar.

Drinks by the Dram Vodka Explorer Advent Calendar – 2019 Edition.

The alternative Advent Calendar phenomenon continues.
94% of people who bought or received a spirits Advent Calendar in the past would purchase one again in the future.

Top tips to land yourself a boozy Advent Calendar from friends and family:
Couples in Yorkshire will need to drop plenty of hints as they are least likely to buy a boozy Advent Calendar for each other.

If you are a parent in Wales, your luck is in as you are most likely to bag yourself a spirit Advent Calendar from your children.

If all else fails, like 60% of the younger generation (25-34 year -olds) in the survey, you can always self-gift!