RIOT

Thirst Reinvents Eggnog For The Festive Season Of Chaos

A good old-fashioned riot.

Let’s be honest: eggnog is ridiculous. A festive-season classic that’s rich, weird, and wildly specific and that’s exactly why people love it. The fact it sparked a full-on riot back in 1826 makes it even better. In a world obsessed with nostalgia, novelty, and little treats, we spotted the gap: eggnog doesn’t need saving. It needs upgrading into something ridiculously good.

’ Tis the season to be jolly and totally chaotic. The build-up, the glitter, the late nights, the packed calendars, the full-tilt energy. RIOT is Thirst’s answer to that reality: a modern eggnog designed to turn festive overload into something electric. The gift of chaos, in a bottle – caffeine-lifted to keep the season in motion and invite you straight into the RIOT.

A fading icon, made unignorable again

Eggnog is one of the most recognisable festive drinks in the world, yet the category has barely moved. It’s still trapped in old formats and dusty codes: heavy, dated, overly nostalgic, and increasingly irrelevant to younger drinkers. “We didn’t want to just refresh eggnog – we wanted to flip it, modernise it, and disrupt the category enough to make it worth caring about again,” says Matt Burns, Creative Director at Thirst.

RIOT rebuilds the ritual from the ground up, keeping the comfort and warmth people love but giving it a new reason to exist now. It’s traditionally untraditional.

The design is a deliberate contradiction: ultra-luxury, yet unapologetically disruptive. Inspired by the Christmas cracker – a pull-to-open celebration moment at the table –  the bottle is reimagined as a midnight-matte black glass form with sharp typography and a modern, collectible stance. The ridged crown finishes it off, doubling as a nutmeg grater and turning every pour into a ritual moment.

The serve: rich, lifted, and made to move

By pairing cocoa-creamy nog with a rebellious hit of coffee, RIOT flips a heavy festive classic into something that can actually keep up with December vibes – indulgent, lifted, and made for full-tilt, non-stop festive mayhem!

Minis as fashion accessories

RIOT also introduces statement minis – not “small bottles,” but festive accessories. Designed to clip on, carry out, and appear when the moment needs a spark: the late arrival, the post-dinner drift, the on-the-move celebration. They’re part ritual, part style flex.

A brand world built for beautiful chaos

RIOT celebrates the festive season the way it actually happens: loud, glam, messy, emotional, and full tilt. No fake calm. No forced perfection. It’s a rebel – premium, fearless, and built for a good old-fashioned RIOT.

Eggnog started a riot once. Thirst is just bringing it back.

RIOT is a Thirst concept exploration created to demonstrate how strategic design can reimagine seasonal categories.