How powerful can a gift really be?

Hamish Shand, founder and executive creative director of Boundless Brand Design, explains why the spirit brands that lead the next decade will be those who treat gifting as a key expression of who they are.

In a world oversaturated with new products, collabs and seasonal offers, genuine delight has become a rare commodity. Yet gifting, when done thoughtfully, remains one of the most powerful tools for a brand to spark emotion, deepen loyalty and drive growth. But most brands treat it as an afterthought: a free glass, a jigger. And consumers see straight through tokenism. What they crave is intention, the feeling that a brand truly understands them and enriches their lives.

At Boundless Brand Design, we believe great gifting starts with brand world-building. We see gifts as storytelling devices, and hold the opinion that if they can't live convincingly inside a brand's universe, they shouldn't exist. The brands that win at gifting create objects that extend their story and invite consumers deeper into who they are.

For spirits in particular, gifting has a unique opportunity because the category is inherently ritualistic (mixing, pouring, hosting, celebrating…). The best gifts don't distract from those rituals; they amplify them. It could be a vessel to elevate serving. Or a keepsake that earns a place on the bar cart. These accessories create behaviour, not clutter. The goal is to help people enjoy the product better, more intentionally or even more playfully.

But none of this requires extravagance. Contrary to common belief, ‘premium’ isn’t a price point. It’s a feeling. The magic of great gifting comes from thoughtfulness: touches that elevate tactility, design with intelligence, choices that tell a story. Because consumers reward care. What they reject is compromise disguised as generosity.

Longevity matters just as much. Today's consumers are curating what enters their homes, and disposable gifting feels tone-deaf and wasteful. Brands must design with permanence in mind to create beauty that earns its place. A kept object becomes a long-term brand ambassador. This thinking reframes sustainability: a gift used for years is infinitely more sustainable than one engineered for recyclability. The constraint of designing something truly durable forces better thinking and more authentic brand expression.

There's also a social dimension that's easy to underestimate. Spirits gifting lives in kitchens, social feeds, at dinner parties. When a gift is designed to be displayed and shared, it becomes a moment of earned attention. If a gift sparks the question "Where did you get that?", it’s done far more than its commercial job, because at its core, gifting is an emotive act of emotional exchange. When brands give with thoughtfulness, playfulness, or artistry, they signal their values in the most human way possible. A well-designed gift carries a message: we see you, we appreciate your moments, your rituals, your celebrations, and we want to be part of them.

Gifting isn't packaging. It's brand building. It's an invitation into a world, a ritual, a feeling, a moment worth remembering… The spirit brands that lead the next decade will be those who treat gifting not as an add-on, but as a key expression of who they are.