The British Christmas drinks market is undergoing its most profound transformation in a generation. Three converging forces are reshaping what sits on the festive table: a structural decline in alcohol consumption, a generational shift in drinking attitudes, and an explosive boom in premium nonalcoholic alternatives.

Today, one in five UK adults does not drink alcohol. A further 36% drink less than once a month. Nearly half of current drinkers — 48% — are actively planning to cut back. For retailers, the message is unambiguous: the customer walking through your door this Christmas looks very different from the customer of five years ago.

This whitepaper identifies the Top 5 Christmas Trends for 2026, drawing on data from the ONS, Drinkaware, YouGov, Alcohol Change UK, GlobalData, and IWSR. The evidence points decisively to one standout opportunity: the rise of the premium non-alcoholic festive drink.

Leading that opportunity is the Smoked Bishop Apple Crumble Drink — the 2026 Farm Shop & Deli Show Winner. Rooted in a cherished Victorian recipe, beautifully packaged for gifting, plastic-free, and inclusive for the whole table, it is the product that meets this Christmas moment head-on. Alongside the award-winning Smoked Bishop Mulled Wine, it equips retailers to serve every guest — whether they drink or not.

The full report details all five trends, the data behind them, and the commercial strategy to turn shifting consumer behaviour into your most successful festive season yet.

Read the report here