This festive season, a quiet revolution is taking place in British gift-giving. The traditional bottle of wine, long the default present for dinner parties and Christmas gatherings, is being challenged by an unexpected contender from the kitchen cupboard: extra virgin olive oil.
The Rise of a New Gift-Giving Trend
Retailers and food experts across the UK are reporting a dramatic surge in interest for premium olive oils. At Delli, an online marketplace for independent brands, sales have skyrocketed by 515% compared to last year. This shift is being driven by several cultural changes, including a noticeable decline in alcohol consumption and a sustained move towards entertaining at home rather than dining out.
Seyi Oduwole, lead travel and hospitality analyst at strategic foresight consultancy The Future Laboratory, identifies sober-curious Gen Z as a significant force behind this transition away from alcohol as an automatic gift choice. Oduwole describes an aesthetically pleasing bottle of olive oil as "practical yet indulgent, premium but not ostentatious", noting that "it feels thoughtful without pressuring anyone to drink".
Understanding the Olive Oil Renaissance
Mazen Assaf, an olive oil sommelier and founder of The Olive Oil Guy, characterizes this movement as nothing less than an "olive oil renaissance". He draws parallels with the craft coffee and bean-to-bar chocolate revolutions that have previously captured British consumers' imaginations.
Unlike the transparent plastic bottles commonly found on supermarket shelves, these new-generation oils arrive in packaging that elevates them to objet d'art status. Consumers will find everything from elegant glass bottles complete with detailed tasting notes to micro-sized tins reminiscent of classic car engine oil canisters.
Laura Jackson, influencer, presenter and co-founder of online retail platform Glassette, explains the appeal: "It's a gift that isn't going to be re-gifted. Even if you're not that interested in food, olive oil is a key kitchen staple. We've taken a functional item and turned it into an object that looks beautiful on a countertop." Her platform recently collaborated with Jordanian brand Onsuri on Ovette, a £26.95 glass bottle of extra virgin olive oil with apothecary-style aesthetics.
How to Choose and Appreciate Quality Olive Oil
Similar to wine, olive oil exhibits tremendous variation in flavour, quality and price points. For those new to premium oils, experts offer clear guidance on selection and appreciation.
Sarah Vachon, sommelier and co-founder of Citizens of Soil, advises consumers to look for bottles that clearly state the source of the olives and their variety. "Countries don't have a specific profile. Regions do," she emphasizes, highlighting the importance of terroir in olive oil production.
When tasting, Mazen Assaf recommends beginning by smelling the oil. "You should be getting a fresh bouquet of greens. Scents like freshly cut grass or tomato indicate freshness," he explains. Vachon suggests swirling the oil in your mouth, noting that "a little bit of bitterness and peppery flavour are considered positive attributes".
Warning signs include a buttery smell and waxy consistency, which may indicate the oil isn't truly extra virgin or has lost its potency with age.
The versatility of premium olive oil extends far beyond traditional uses. Assaf, who trains Michelin-star chefs, points to innovative applications including olive oil martinis and ice-cream drizzled with oil, demonstrating its culinary flexibility.
Top Olive Oil Picks for Every Preference
Budget Choice: Honest Toil offers a 100ml extra virgin olive oil mini for £3.20 from Delli – small enough to fit in a handbag yet delivering quality on a budget.
The Professional Touch: Glug's £16 drizzling bottle from getglug.com allows precise pouring worthy of any professional kitchen, complete with squeezy bottle convenience.
Social Media Star: Yiayia and friends' eye-catching olive oils, starting from £20, are virtually guaranteed to garner likes and attention on any social media feed.
Restaurant Quality: Two Fields Zakros olive oil at £19.50 from twofieldszakros.com is used by esteemed establishments including Primeur in London, Sargasso in Margate and The Pig hotel group.
Fashion Forward: French label A.P.C., renowned for its jeans, has collaborated with Château de Montfrin to create a £20 olive oil "with a strong personality".
Luxury Option: For those seeking the ultimate indulgence, Estoublon's award-winning oil sourced in Provence comes in an elegant box from Selfridges at £52.99.
The remarkable demand for certain artisanal producers underscores this trend's momentum. Othmana, a Palestinian brand, currently has more than 4,000 customers on a waiting list for £30 tins from its small batch harvest beginning in December.
As British consumers continue to seek meaningful, practical and beautiful gifts that align with evolving lifestyle choices, premium extra virgin olive oil has firmly established itself as the sophisticated alternative to conventional presents this festive season.
