Advent calendars aren’t just about chocolate anymore. From premium whiskies and craft gins to tequila, rum and cognac, alcohol advent calendars have become a popular way for adults to count down to Christmas, with some costing hundreds of pounds.
While these calendars promise a different tipple behind every door, the amount of alcohol included can vary significantly. And with prices ranging from under £60 to almost £250, some festive countdowns come with a much bigger premium than others.
To find out which offer the most for your money, JBH analysed 19 alcohol advent calendars, comparing their retail prices, total drink volumes and cost per 100ml to reveal where shoppers are paying the biggest festive markup.
Alcohol Advent Calendars With the Highest Price Per 100ml
Taking the top spot is The Spirit Co’s Cognac Advent Calendar, which costs £249.99 for 720ml of cognac across 24 servings. At £34.72 per 100ml, it has the highest price per 100ml of any calendar in the study.
That’s more than four times the cost per 100ml of the cheapest options analysed, The Curious Drinker’s Gin and Rum Advent Calendars, which both work out at £7.50 per 100ml.
Fortnum & Mason’s Premium Whisky Advent Calendar follows in second place, priced at £225 for 750ml of whisky. At £30 per 100ml, it is another premium choice for those looking to sample a selection of spirits throughout December.
Highland Park’s Whisky Advent Calendar takes third place, costing £174.95 for 750ml, or £23.33 per 100ml.
Interestingly, the most expensive calendar isn’t necessarily the one offering the least liquid. Flaviar’s Whiskey Advent Calendar, for example, costs £179.99 but contains 1,200ml across 24 servings, bringing its price down to £15 per 100ml.
This highlights just how much the quantity included can influence the overall value of a luxury advent calendar.
Where Can Shoppers Get More for Their Money?
At the other end of the ranking, The Curious Drinker’s Gin and Rum Advent Calendars offer the lowest cost per 100ml of the calendars analysed.
Both are priced at £89.99 and contain 1,200ml across 24 servings, working out at just £7.50 per 100ml.
That puts them significantly below several calendars with similar retail prices but smaller total drink volumes.
That Boutique-y Gin Company’s Gin Advent Calendar is another relatively affordable option, costing £59.99 for 720ml, or £8.33 per 100ml. It’s also the cheapest calendar by upfront price in the study.
MicroBarBox’s Gin Advent Calendar and Spirits & Liqueurs Advent Calendar both cost £105 and contain 1,200ml, giving them a cost of £8.75 per 100ml.
Does Spending More Mean Getting More?
One of the clearest findings from the research is that a higher retail price doesn’t always mean shoppers are getting more alcohol.
The Spirit Co’s Cognac Advent Calendar is the most expensive in the study at £249.99, yet contains 720ml in total. Meanwhile, The Rum Company’s Rum Advent Calendar costs £139.99 and contains 1,200ml, offering considerably more liquid for a lower upfront price.
The difference is particularly noticeable among whisky calendars. Fortnum & Mason’s Premium Whisky Advent Calendar costs £30 per 100ml, while The Whisky Shop’s Single Malt Scotch Whisky Advent Calendar costs £13.20 per 100ml, despite both containing 750ml.
Methodology
JBH analysed 18 alcohol advent calendars available for the 2026 festive season, comparing their advertised retail prices, number of servings and total liquid volumes.
The total volume of each calendar was calculated by multiplying the number of servings by the volume per serving, where applicable.
To compare calendars of different sizes, the price per 100ml was calculated using the following formula: (Calendar price ÷ total liquid volume in ml) × 100