World Days in the Drinks Industry: More Than Just a Marketing Gimmick?

World Days—those annual global celebrations dedicated to everything from penguins to poetry—have found a cosy home in the drinks industry. Whether it’s World Whisky Day in May, World Rum Day in July, or International Wine Day in May (not to be confused with National Wine Day, also in May!), these events now dot the calendar like confetti. But where did they come from, and are they truly about global appreciation—or just clever marketing?

The Origins of World Days

The concept of "World Days" stems from a well-meaning place. The United Nations and other international organisations introduced them as a way to raise awareness about critical social, environmental, and health issues—think World Water Day or World AIDS Day. Over time, the idea was adopted more broadly, giving rise to celebratory or cultural world days that honour everything from languages to hobbies—and, naturally, drinks.

A Toast to the Drinks Industry

In recent years, the drinks industry has fully embraced the power of these dedicated days. They serve as perfect opportunities to highlight heritage, craft, innovation, and community. Here are some of the biggest World Days worth raising a glass to:

• World Whisky Day (third Saturday in May): Launched in 2012 by Blair Bowman, a Scottish whisky enthusiast, this day invites people across the globe to try whisky—whether Scotch, bourbon, Japanese, or something else—and celebrate the drink’s rich history.

• World Rum Day (second Saturday in July): A newer addition, World Rum Day encourages rum lovers to explore the diversity of this sugarcane-based spirit. From Caribbean rums to Agricole and spiced varieties, it's a day to educate, sample, and savour.

• International Wine Day (May 25) and National Wine Day (also May 25 in the US): Celebrated widely on social media and by wine brands, these days bring attention to wine's cultural and gastronomic significance. Other wine-related days include Malbec World Day (April 17) and Beaujolais Nouveau Day (third Thursday of November).

• International Beer Day (first Friday in August): A global salute to beer lovers and brewers alike. With beer being one of the oldest alcoholic beverages, it's no surprise this day is popular with consumers and craft breweries.

• World Cocktail Day (May 13): Marking the anniversary of the first definition of a cocktail in print (from 1806!), this is a celebration of creativity in mixology.
  

Are They Just Marketing Tools?

It’s easy to be cynical and say that these days are simply clever ways for brands to sell more bottles. And yes, there’s often a commercial angle—discounts, tastings, influencer campaigns, and product launches are common. But there’s more to it.

World Days in the drinks industry serve as genuine platforms for education, exploration, and appreciation. They prompt consumers to try something new, learn about the origins of a spirit, or even tour a distillery. They provide small producers with a spotlight they might not otherwise receive. And they bring communities together—online and offline—around a shared interest.

Final Pour

While it’s true that World Days in the drinks industry come with a shot of marketing, their real magic lies in how they connect people with stories, culture, and craft. So next time World Whisky Day rolls around, don’t just post a picture of your glass—learn about the distiller, the grain, the aging process. After all, there’s a world behind every bottle, and these days give us a reason to explore it. Cheers! 🍷🥃🍹

These global celebrations aren’t just a chance to toast your favourite tipple—they’re a golden opportunity to elevate how your brand shows up.

With heightened visibility on days like World Whisky Day or International Wine Day, bespoke packaging can make all the difference in standing out on shelves and social media. Whether it’s a limited-edition gift box, an eco-conscious redesign, or a standout label that tells your brand story, world days are the perfect moment to make an impact. At Kudos, we specialise in creating custom packaging that turns these occasions into unforgettable brand moments—so let’s chat about how we can help you raise your packaging game.