WWW.PROMZPREMIERE.COM 15 Kerst Anyone who thinks Christmas on the trade show floor is synonymous with “a few atmospheric gifts and some seasonal inspiration” clearly hasn’t seen PromZ Product Première 2026. The Christmas category has grown into a fully-fledged, strategic player within the promotional market. And this year, that position gains an extra dimension with the introduction of The Art of Tasting The Art of Tasting — a pavilion where tasting, experience, and brand presentation come together in a truly unique way. Why is Christmas so important? Because it’s the moment when companies want to express gratitude, connect, and surprise. And that’s exactly why Christmas has, for years, been one of the most creative, competitive, and impactful segments in our industry. Corporate gifts are becoming more luxurious, more sustainable, more personal — and increasingly curated as a complete brand experience. A simple box of pralines no longer cuts it; it has to tell a story. Something that fits the company, the recipient, and the spirit of the times. That’s precisely why we see the Christmas category becoming more professional year after year. Suppliers are investing in high-end food concepts, sustainable packaging, curated gift sets, customization options, and premium brands. At the same time, companies are asking for differentiation: how do I make sure my Christmas gift isn’t just one of many, but sets the tone for the new year? And that’s where The Art of Tasting comes in. For the first time, the Christmas category will have its own dedicated experience area at the show — a space where quality, calm, and sensory temptation take center stage. Not loud, not overcrowded — but a warm pavilion where visitors and suppliers can genuinely connect. A place where you don’t just see products, but smell, taste, and experience them. The Christmas category is also moving in step with broader market trends: more sustainability, more premium, more storytelling. Christmas gift sets are becoming curated experiences. Chocolate becomes craft. Wine is selected based on origin and narrative. And food gifting is increasingly linked to branding, personalization, and custom packaging. That makes the category more relevant than ever this year. Christmas isn’t an add-on; it’s a strategic moment when companies show appreciation and strengthen relationships. And that’s exactly why it’s essential for distributors to experience the latest concepts, flavours, and presentations live. Christmas leaves you wanting more
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