This year, branded alcohol supplier Thomas Lowndes has seen healthy growth across all the sectors in which it operates, with sales up 15% year-on-year.

Md John Meyer says: "Consumer and retail interest in branded alcohol with food continues to grow, especially at Christmas where tradition with a twist is a key motivator to purchase. At Thomas Lowndes we aim to add category value and help our customers drive sales with innovative and different recipes and products.

"For example, earlier this year we identified a gap in the Christmas cheese market and approached retailers direct to ascertain their interest. We then worked with our customers to produce two white stilton offerings to stimulate interest and drive sales within this category."

Marks & Spencer White Stilton with Date and Courvoiser sees alcohol poured into the cheese and date mixture half way through chopping to ensure even distribution of flavour throughout the product.

Tesco has also seen fit to launch a Christmas stilton, incorporating redcurrants, orange and Grand Marnier. White stilton is ideal for combining with alcohol because it has a mild flavour and doesn't overpower that of the additives, says the firm. It is a good carrier for sweeter cheeses rather than savoury, which is lead by Cheddar.