Last Christmas the spirits category grew by £77m, faster than any other alcohol segment, according to Nielsen data. For the off-trade, the top 10 brands deliver 46% of spirits’ sales in the Christmas period, so Diageo says making these brands available and highly visible is crucial.

James Cragg, GB head of category development at the firm, said: "Thirty-nine per cent of annual premium spirits sales are in the 12 weeks to Christmas, so it’s a great time to emphasise premium products in-store."

He also pointed to the gifting opportunity as one in 10 shoppers are on a ’gifting mission’ when they’re buying alcohol.

020 8978 6000