Beverage PR Do’s and Don’ts for Holiday Campaigns

Beverage PR Do’s and Don’ts for Holiday Campaigns

The holidays are the Super Bowl of beverage marketing. From Thanksgiving to New Year’s, consumers are hosting, gifting, experimenting, and—most importantly—drinking. It’s when beverage brands roll out their boldest flavors, biggest partnerships, and flashiest ads. But during this crowded season, not all PR is created equal.

In 2025, beverage PR during the holidays must walk a fine line: timely but timeless, festive but brand-aligned, creative but not chaotic. With inboxes jammed and attention spans low, the brands that win understand how to play smart—not just loud. Here’s your cheat sheet of what to do (and what to avoid).

✅ DO: Lead With a Story, Not Just a Flavor

A cranberry-spice seltzer is fine. But a cranberry-spice seltzer inspired by your founder’s childhood in Vermont, released in partnership with a local orchard, and tied to a give-back initiative? That gets written about.

Every holiday release should have a story arc. Why now? Why this? Why does it matter? Reporters need context. Give them more than a product—they need a narrative.

❌ DON’T: Wait Until December

Holiday coverage starts early—way earlier than most brands realize. Gift guides are often locked by August. Holiday entertaining pieces wrap in September. If you’re pitching your spiced rum on December 10th, you’ve already lost the battle.

Work your media calendar backward. Pitch in July. Sample in August. Plan your activations for October. Early is the new on time.

✅ DO: Offer Visual Assets That Actually Work

High-resolution images on clean backgrounds. Lifestyle photography that looks seasonal but not cheesy. Action shots of your drink being poured, shared, garnished. These are what editors need for holiday roundups and digital placements.

Bonus: Include both bottle shots and environmental shots. And make sure everything is downloadable and labeled clearly—no one wants to dig through a WeTransfer link titled “Holiday Shoot Final FINAL (3).”

❌ DON’T: Push Gimmicks Without a Hook

A peppermint cocktail bomb or hot toddy candle might be cute, but without cultural relevance or media context, they fall flat. Journalists have seen it all. The hook matters more than the novelty.

Instead of leading with “we have a weird flavor,” lead with “we’re helping people survive family dinners with a cocktail kit built for escape.” Same product, smarter positioning.

✅ DO: Partner With Unexpected Voices

Traditional influencer marketing still works—but unexpected partnerships make noise. Think mixologists doing IG Lives on holiday anxiety. Chefs creating alcohol-pairing menus. Even mental health experts talking mindful drinking.

In a season of indulgence, nuance is refreshing. Use your PR to add dimension, not just sparkle.

❌ DON’T: Go Full Christmas-Only

Remember: not everyone celebrates the same way. Leaning entirely into Christmas can alienate consumers and media alike. Instead, embrace broader themes: winter warmth, togetherness, celebration, rest, intention. These resonate across traditions.

✅ DO: Make Gifting Easy and Emotional

Holiday PR isn’t just about cocktails—it’s about commerce. Position your product as the perfect host gift, the thoughtful surprise, the self-care indulgence. Highlight your shipping deadlines, your packaging, your limited editions.

And most importantly: show how your beverage makes someone feel. People buy with their emotions during the holidays. Your PR should tap into that.

Final Thoughts

Holiday beverage PR in 2025 is about balance. Stand out without screaming. Be timely without being trite. Spark joy without losing your edge. If you can give media something meaningful, visual, and culturally relevant, you’ll earn placements—and pour well into the new year.