A number of festive bakery products have been developed using branded alcohol from culinary alcohol supplier Thomas Lowndes - part of Beam Global Spirits & Wine Inc. Tesco is now using Courvoisier VS Cognac in its Finest Mince Pie range, while Asda uses the same product in its Extra Special Christmas Cakes, made by Finsbury Food Group. "The addition of a well-known brand like Courvoisier gives the product something special," said Ellie Procter, buyer for Asda.

McVitie’s is now using Grand Marnier in its Christmas cakes, while Marks & Spencer uses the brand in its Mini Christmas Puddings. Other products include a Christmas Melt in the Middle from the Serious Food Company, with Courvoisier VS Cognac, and a Mincemeat & Grand Marnier sponge pudding from Waitrose.