Why Alcohol Gifts Are Losing Impact in Sales and Customer Appreciation – And What to Send Instead

You know the scenario: you close a deal, get a referral, your client renews for another year - what do you send? Cheers! A top-tier bottle of wine or spirits. It used to feel safe, classic, and appreciated. But here’s the kicker: it’s not landing the same way that it used to.

What the Data Says

According to Gallup’s latest poll, the percentage of U.S. adults who say they drink alcohol has dropped to 54% - the lowest level since Gallup started tracking this question in 1939.

Even more striking: a majority of Americans, 53%, now believe that moderate alcohol consumption (one or two drinks a day) is bad for one’s health. 

But this isn’t just an American shift. With greater health awareness and health consciousness spreading across the globe, we are witnessing a real-time shift in attitudes towards drinking at the generational level worldwide according to the World Finance Report.

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What's more, this isn't just a cultural trend; it's a commercial one. The Millennials and Gen Zers who are driving the 'sober curious' and 'mindful drinking' movements are the very same individuals who now comprise the majority of B2B buyers – 71% – per the 2023 Forrester Report.  Therefore, what resonates with these buyers personally - wellness, experience, and conscious consumption - now resonate professionally, too.

TLDR; The alcohol-centric B2B gift is fading. Driven by the Millennials and Gen Zers who now dominate the market, global trends show fewer people drinking and more people embracing mindful consumption. Your celebratory bottle is no longer a guaranteed win.

What we’re seeing at Sendoso

Over the last 12 months, Alcohol has remained tied for the second most frequently attempted and delivered gift category by volume sent through the Sendoso platform. That data is clear: teams still overwhelmingly default to sending food and alcohol.

But here’s the real plot twist that few in B2B gifting see:

Alcohol is the second-lowest accepted category platform-wide at 75%

Subsequently, if we zoom into the subcategories for alcohol, liquor and spirits are the most frequently sent by volume, yet carries the lowest acceptance rate for the alcohol category as a whole at just 67%.

Alcohol Send Volume by Category

Acceptance Rates for Alcohol Send Categories

Overall, that means for every 100 bottles of liquor sent, 33 are unaccepted or rejected.

For comparison, food, our top category for sending (by far) has an 87% acceptance rate but still lags behind lifestyle categories; Tickets, Experiences, Clothing, Luggage, Bags & Travel, Health & Wellness, Baby, Toddler & Pets. While the volumes of these categories are dwarfed in comparison to Food, it still speaks to a larger trend that is worth taking note of. 

How this Impacts Future Sales & Client Gifting

Relevance = impact: If only around half of your recipients drink, and many of those who do are cutting back, then sending alcohol is at best hit-or-miss, and at worst, could feel tone-deaf.

Values shift: With health, wellness, and mindful living gaining ground, your clients or prospects may view alcohol gifts through a different lens than “nice gesture”.

Differentiation opportunity: If many (which we know is true) are still relying on the same old bottle strategy, switching things up gives you a chance to stand out and show more connection to your audience. 

Authentic connection: A gift isn’t just a gift, it communicates what you believe matters. If the world is moving toward wellness, story telling, personalization, and experiences, your gifting should too.

So… What Should You Send Instead?

Here are five sending ideas that bring freshness, purpose, and relevance to your gifting strategy all inspired by our highest-performing, most-accepted categories.

1. Experiences over objects

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Think: virtual or in-person experiences that create memories. Cooking classes, wellness workshops, and a surprise pick-up for a local adventure. Experiences often beat “open and forget” gifts.

Consider this Experience Voucher for 2 from Tinngly! 

$104 This gift box offers the freedom to select from over 15,000 experiences in more than 100 countries. Encourage your friends or colleagues to explore and seek adventures, from adrenaline-pumping activities to delicious culinary delights. With the Essential Gift Box, you simply can’t go wrong.

2. Health-forward, thoughtful treats

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Non-alcoholic spirits, craft mocktails, artisanal zero-proof beverages, or wellness boxes (think cozy socks, self-care, quality tea/coffee). Gifts that say “we get you” and align with the evolving mindset. Bonus! No shipping restrictions!

Consider this Non-Alcoholic Craft Beer Sampler from, Give Them Beer

The Non-Alcoholic Craft Beer Gift Set features popular craft brew styles, including Ales, IPAs, and Stouts without the high alcohol content typically associated with traditional microbrews.

3. Hyper-personalization

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Instead of a generic bottle, tailor the gift to their world. Maybe they’re into hiking, running, gaming, reading, or have a favorite hobby. A thoughtful item that shows you’ve noticed matters a lot.

Sendoso’s Amazon integration helps you select custom gifts that arrive with polish.

4. Purpose-driven gifts 

Sending something with a social impact, a charitable tie-in, or artisan-made with a story behind it says “we’re about more than transactions.” That kind of gifting builds good feelings and connection.

Check out this Handmade, Sustainable, FairTrade tea set from Ethik

Ease into the day or take a mindful afternoon break with this tastefully crafted tea time collection. Rooibos tea, straight from sustainable farms in Kenya, perfectly steeped in a traditional Vietnamese ceramic mug wrapped in an irresistibly soft Turkish tea towel.

5. Work-life and connection enhancers

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With remote work and hybrid life now normal, gifts that support the day-to-day can win big. High-quality headphones, cozy blankets, home-office upgrades, small things that show care. Plus, luggage and travel items are one of Sendoso’s highest redeemed categories! 

Try Sending something like a travel neck pillow or eye mask from Ostrich Pillow

This sensory soothing duo invites you to travel in total comfort, so you arrive at your destination feeling rested and refreshed.

But wait… 54% of people still drink!  What about them?

Great point! We’re definitely not saying alcohol gifts should disappear forever. A beautifully chosen bottle can still be an awesome gesture for the right person.

The key is choice.

With Sendoso Choice, you can absolutely include a wine or spirits option, while also giving recipients an easy, zero-awkwardness way to pick something that better fits their lifestyle, goals, or personal preferences. No assumptions, no social missteps… just great gifting.

Better yet, every Marketplace gift can include this flexibility, and your admins can turn it on at the campaign level for seamless, always-on personalization.

Final Thought

In today’s world, where behaviors and values are shifting, the best gifts are those that reflect how people live, not just what we’ve always done. The traditional “thank-you bottle” isn’t dead, but it’s definitely less of a sure thing.

If you’re still thinking, “Oh, I’ll just send a nice wine bottle and that’ll do the trick” … maybe it’s time to ask: does this actually land for who they are now? And what could we send instead, that shows we’re evolving too?

When you align gifting with insight, authenticity, and the recipient’s real world, that’s when you win.