People not appreciating alcohol christmas gifts

Anyone else cringe when you give away nice well thought out alcohol gifts and people either dont appreciate that youve put work into it, or act like its any other alcohol?

Once gave a (now ex) girlfriends parents a nice £40 bottle of wine, well thought out from listening to them talking about alcohol for a year or so and form what they order at dinner, finding a small family vineyard in Bordeaux, and ordering it specially, and then watching them use it in the gravy on christmas day (adding red wine to turkey gravy is also a travesty) whilst we open a nice £6 Tesco special for the table.. Also bought a friend a nice bottle of scotch after I spent ages researching into it and then he drank one drink of it, and then used the rest in a communal punch at a party…..

Do i just need to stop buying alcohol as gifts?