Should Corporate Gifting Include Alcohol?

As we prepare to introduce a liquor license for Gifted, it’s raised a genuine & timely question: should corporate gifting include alcohol?

At first glance, a beautiful bottle of wine or artisanal gin feels like a thoughtful, elevated gesture. It’s elegant. It’s celebratory. & let’s be honest many of us do enjoy a cheeky glass of wine on a Saturday afternoon with friends.

But when we take a step back & look at the bigger picture, especially in the context of wellbeing, workplace culture, & shifting generational values, the answer isn’t so straightforward.

In Australia, our drinking culture runs deep, but so do the consequences.

Consider this:

• 1 in 3 drinkers regularly exceed recommended alcohol guidelines.
• Alcohol-related harm costs Australian businesses over $8 billion annually through absenteeism, presenteeism, & workplace accidents.
• 26.8% of adults exceed recommended alcohol intake levels, with 35.8% of men & 18.1% of women at risk.
• Around 4.6 million Australians report abuse (physically or emotionally) by someone under the influence each year.

These aren’t fringe issues - they’re mainstream, everyday realities.

What’s fascinating is the cultural shift being driven by younger Australians.

Gen Z & many Millennials are actively turning away from alcohol.

For some, it’s health. For others, it’s watching firsthand how binge drinking & unhealthy alcohol dependence have impacted their families, workplaces, or social circles.

They’re choosing presence over pressure. Clarity over haze. Experience over excess. & that choice deserves respect - not a corporate gift that says cheers, drink up.

I’m not saying I don’t enjoy a vino, especially a Pinot or a beautiful sparkling. But I’ve also watched close friends, colleagues, & loved one’s battle with alcohol.

Some made the difficult but empowering decision to quit completely, & I respect that more than I can put into words.

So, it makes me curious in a world where so many people are silently navigating their relationship with alcohol, should we really be promoting drinking through workplace rewards or gifting?

There are so many alternative ways to show appreciation:

• Thoughtful non-alcoholic drinks (there are some incredible ones now).
• Wellness & self-care packages.
• Experiences that create connection (not a hangover).
• Gifts that support rest, balance, or creativity.

Corporate gifting is about gratitude. Recognition. Connection.

But with what we now know about alcohol & its impact - on individuals & their families, on culture & wellbeing, perhaps it’s time to rethink what we gift.

Are we rewarding our teams & clients in a way that reflects the values we want to foster - health, inclusion, & respect? Or are we just reaching for tradition?

Should we really be gifting alcohol or should we be gifting a better lifestyle?