A guide to the lost art of gifting | Bowmore

Your guide to giving well this festive season, courtesy of Christopher Coates

As the year draws to a close, it’s all too easy for gift-giving to be caught up in the end-of-the-year rush, turning what should be a pleasure into a hurried, even stressful, affair. Thankfully, My Bowmore has you covered, offering delivery of your favourite Islay whiskies to your door. But how to choose the perfect bottle?

As the years have gone by, I’ve come to see gift-giving as a skill to be cultivated, rather than a chore to be ticked off. I believe that thoughtful, intentional gifting can be gratifying — even good fun! Approach gift-giving with the same patience, elegance, and expertise dedicated to crafting your favourite whiskies, and you’ll ensure your gift is never forgotten.

If you’re ready to elevate your approach and become a master of meaningful gifting, rest assured: with the right strategy, it’s easier than you might think.

Discover "Your gifting concierge" by Christopher Coates

Whisky Writer Christopher Coates

Identifying the recipient

In my experience, people generally fall into one of three categories when it comes to gifts:

Those who know what they want but rarely treat themselves
Those who know what they want and tend to buy for themselves
Those who don’t know what they want

Selecting the perfect gift for people fitting each of these archetypes comes with differing sensitivities, so identifying which camp your recipient sits in is a good place to start.

Bowmore whisky in a glass

What to bear in mind

Those in the first camp may be sensitive to price — and, when it comes to whisky, they may be at risk of putting any bottle they receive on a shelf to be kept for a ‘special occasion’, rather than enjoyed. (Worst of all, this ‘perfect occasion’ may never come.) Your strategy should be adjusted to get around this, ensuring they feel comfortable opening and enjoying an indulgent gift.

The second archetype may well have several whiskies on their sideboard already, which can make choosing one to gift either much easier or much harder, if not approached correctly. A little background research here can go a long way to help you choose well for the person who already has everything.

The third person is arguably the easiest to buy for: those that don’t know what they want are also most likely to be open to whatever you choose. But beware: if they don’t recognise what you’ve given them, the gift might fall emotionally flat. These recipients are an empty canvas. You should help them fill in the blanks and take their next steps on the road to whisky appreciation. That’s something they’ll never forget!

What makes a good gift?

Of course, a gift that has meaning to both you and the recipient will have greater impact than one without, but don’t despair if nothing comes to mind — creating meaning can become part of your strategy.

An unforgettable flavour, beautifully presented, and accompanied by the right accessories, is sure to be a hit. Go beyond just a bottle for additional impact.

Appear psychic. Though perhaps easier said than done, doing your homework to figure out the right whisky will rarely be wasted time if you can pull it off.

Overall, the best gifts demonstrate the dedication of time and care to the gifting process. The right gift is more than an object or experience; it’s a way of letting the recipient know they’ve been in your thoughts all year.

Choosing the gift right is as simple as picking something appropriate, desirable, and beautifully presented. However, true masters of gifting build anticipation and influence tastes in advance, ultimately delivering greater impact when the time comes to g

A successful strategy

Bowmore Harbour Bar

Strategy: The experience method

Timescale: Short

I find the direct approach works best here. Buy them the special bottle you know they’d never get themselves, meet up, open it, and share a dram each, before revealing that the bottle is theirs to enjoy. By opening the bottle, you help them emotionally ‘break the seal’, giving them the freedom they need to enjoy an indulgence guilt-free, removing any pressure they may feel about opening a high-value whisky.

Though this works best as the culmination of an evening, avoid doing it too late if you think more than a couple of drinks will be enjoyed — you want there to be some left by the next day! If you can’t be together on the day the gift’s presented, a note setting up the expectation of opening the bottle together can create anticipation for a great experience in the future and makes sure the whisky will be enjoyed rather than displayed.

Bowmore Distillery Cask Discovery

Strategy: The research method

Timescale: Medium

A little subterfuge might be required. Ask questions, but do it subtly! If you know they enjoy whisky, ask what’s impressed them, or for advice about what you should buy next. The goal here is not to buy what they’ve tried before but to get a feel for their preferences — peated or unpeated; old or young; American oak or European oak; ex-bourbon or ex-sherry; low ABV or high.

The best method of all here is to invite them to a whisky bar for a couple of drams. Take note of what they enjoy or steer them toward your distillery of choice. All good whisky bars will have a selection of Bowmore whiskies: order a round and let the recipient taste them blind. A good time here will help build an emotional connection to the distillery that will bring greater impact to the gift.

Atmospheric capture of the Bowmore whisky stills

Strategy: The influencer method

Timescale: Medium

If you have a whisky collection of your own, begin giving the recipient some samples — either in person or by post. A DIY whisky ‘advent calendar’ is the ultimate shared experience and doesn’t need to be limited to the festive period. The truly dedicated can wax dip and handwrite paper tags for an elevated presentation. Here I recommend leading by example rather than shopping for feedback, helping the recipient develop a taste for the drams you appreciate most, building shared experience.

A lower-effort version of this method is to bring a few bottles to theirs when you’re next over for dinner or inviting them round to try a few whiskies from your collection. Again, memories made and drams shared here will pay emotional dividends when the time comes to gift.

Select elements from these approaches or combine all three to become a master of gifting this winter. Here are some of my Bowmore gifting suggestions.

Discover "Your gifting concierge" by Christopher Coates