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Master of Malt orders up nearly 200% at end of March

E-commerce site Master of Malt saw online orders increase by almost 200% in the last week of March, coinciding with the introduction of stricter social distancing measures in the UK.

Master of Malt experienced a surge in online orders as stricter social distancing measures were implemented in the UK

During the week of 23-29 March, Master of Malt recorded an almost 200% surge in online orders, with notable increased demand for pre-mixed cocktails, bitters and vermouth. The firm also witnessed a “significant” shift in the “traditional spirit-dominated top 10” volume category list.

The top 10 categories and SKUs by volume during the week of 23-29 March were: whiskies, gin, beer, rum, liqueurs, vodka, wine, vermouth, pre-bottled cocktails and bitters.

Jason Hockman, Master of Malt general manager, said: “Like the rest of the world, we find ourselves in an unprecedented situation. As such, we’ve seen a significant shift in what people are purchasing.

“Beer volumes have exploded and we’ve also seen increased sales for pre-bottled cocktails, vermouth and wine. We’re working with our suppliers to keep these lines in stock, and with our valued logistics partners to keep the orders flowing.

“We’re traditionally a spirits-based business, and our regular customers can rest assured we’re also keeping a close eye on our speciality whisky and gin expressions to make sure everyone can still get their favourite bottle at this difficult time.”

Last month, Master of Malt partnered with Hospitality Action and pledged to donate £1 (around US$1.23) for every order placed through its website to support those who have lost their jobs due to the covid-19 pandemic.

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