For each small and large firms, the holidays might be an extremely lucrative season. Consumer spending is expected to be higher this 12 months in comparison with last 12 months, with average spending expected to be $1,778, an 8% increase from 2023, based on a report released last 12 months. Deloitte.
Despite the shopping frenzy, many brands struggle to face out in a crowded marketplace, which regularly requires a little bit of creativity. One method that has gained popularity in recent years? Advent calendars.
The original Advent calendar dates back to Nineteenth-century Germany, where Protestants marked the days remaining until Christmas in creative ways – lighting candles, placing straws in the nativity scene, etc. – the first known handmade calendar picket Advent calendar from 1851. The the earliest chocolate calendars date back to the Nineteen Fifties.
Nowadays, the chocolate-filled calendars you remember from your childhood are back in fashion. You’ll still see traditional styles on the shelves along with a number of creative takes that include makeup, skincare, jewelry, candles, coffee, socks and more.
“As adults we ask, ‘Great, where’s my adult Advent calendar?'”
This 12 months, a brand of ready-made cocktails from Portland Cocktails immediately jumps on the advent calendar trend for the first time. Entrepreneur sat down with co-founder and CEO Cy Cain to learn more about the company and its approach to holiday traditions.
Cain, a lifelong cocktail enthusiast with extensive experience helping founder-led brands go to market, teamed up with fellow cocktail aficionado Casey Richwine to launch Straightaway Cocktails in 2018.
Image credit: Andrea Morris. Cy Cain, left; Casey Richwine, right.
The goal was to create ready-to-drink cocktails made from the highest quality ingredients. She roasts her own hazelnuts and harvests her own fir needles to make her homemade bitters, and has even produced the twice-golden amaro that might be found in her drinks.
Straightaway Distillery and Tasting Room is positioned in “Portland”Distillery row” The company also partners with Alaska Airlines, which offers margaritas and old-fashioned fare.
Straightaway focuses on high-quality cocktails and also has a mission to present something back. As a certified B corporation, Straightaway donates 1% of its profits to environmental partners, 1% to the planet, and 1% to organizations serving marginalized communities.
Image credit: Andrea Morris
While Straightaway has been releasing holiday gift sets since its first 12 months in business, this season marks the first time it’s introduced Advent calendars, which give customers with “surprise and delight,” Cain says.
“Advent calendars hold an important place in our minds, [going back to when we were] children,” Cain explains. “As adults we ask, ‘Great, where’s my adult Advent calendar?’ It’s a fun little thing that people can open.”
“Make sure your timing is right for your brand [and] that you can [pull off] business.”
Straightaway has begun preparations for its “12 Nights of Cocktails” Advent calendar, which includes a dozen 3.5-ounce drinks and is sold for $59.95 on their website about a year before the premiere. It has had early discussions with Costco, where members can also purchase the calendar. Cain says the retailer is adept at finding manufacturer brands that ensure authenticity and quality.
Photo credit: Courtesy of Straightaway Cocktails
According to Cain, even with the advantage, getting the calendar ready was “a real sprint” – but being a vertical creator with its own process helped Straightaway get to the finish line on time.
The process began with gathering key information: Cain and Straightaway’s director of name and marketing, Caitlyn Pura, traveled to Washington state to examine out other models on the market. The duo got here up with a few ideas and sketched them out on the way back to Portland.
Ultimately, Cain and Purah we selected to honor the origin story of the Straightaway, which might be traced back to a Nineteen Thirties cocktail book by Charles H. Baker. “He left after Prohibition, traveled the world and cataloged his favorite cocktail recipes,” Cain explains. “Casey’s wife bought it 12 years ago; we found the recipe creep in this.”
This concept was immediately linked to the idea of classic holiday novels, so the calendar “opens and reads a bit like a book of chapters.” Instead of 12 Nights of Christmas, it’s 12 Nights of Cocktails. Cain says the calendar has been well received and the company plans to release one other next 12 months.
For other firms trying to publish their very own advent calendars, Cain recommends having a great supply chain team and not taking on greater than you can handle. “Make sure your timing is right for your brand [and] that you can [pull off] business you are asking for,” he says. “You have to deliver the goods.”