It's better to give: promotional packaging solves gift challenges.(PACKAGING)

Specially wrapped packages are prominent during the holiday season, yet they have a special meaning for beverage companies. Promotional packaging often combines a featured product with appropriate recipes, specially crafted glassware or serving suggestions and is a way to showcase product with its appropriate accessories. This year, a wealth of special-edition packages for both the naughty and the nice on everyone's list were released.

Spirits companies have long offered box sets as solutions to the gift-giving conundrums that seem so prevalent at the end of the year. The sets many times include the essential elements to create a cocktail or ingredients to make a party, such as Absolut's Disco package, released in September. The disco-themed package is a 1-liter vodka bottle embossed with 1,000 reflecting prisms to replicate the signature element of a disco dance party--the mirror ball. Sweden's V&S says it makes for a portable party option, and when the package is empty, the bottle can hang from the included loop for decoration.

[ILLUSTRATION OMITTED]

Fitting in with the growing cocktail culture, Stirrings introduced gift sets for …