Flaviar's crappy socks and kitschy mugs are actually awesome holiday gifts in disguise

The holidays, a time for giving, a time for receiving tacky knick-knacks you just want to toss. Spirits enthusiasts club Flaviar puts a spin on those crappy presents with its new “Half-Assed Gift Collection."

The set of goods includes what appear to be generic holiday tchotchkes, like cheesy mugs or holiday-themed ties and socks. But be careful, they’re not what they seem. 

Each item is actually imprinted with a secret code that will give the receiver a $300 Flaviar annual membership, which entitles them to four tasting boxes, four premium bottle selections as well as exclusive releases.

To promote the collection, Flaviar’s BBH New York created a series of cheesy videos.

Bringing the idea into the real world, the brand has infiltrated New York's Bryant Park holiday market with a pop-up shop that has all the "half-assed" gifts on show today.