Master of Malt to give away £1 million in Christmas prizes

Customers will receive gifts when they shop with Master of Malt this holiday season.

Online spirits store Master of Malt is upping the ante this holiday season by bringing back its #WhiskySanta promotion. In its 10th and biggest year yet, the spirits giveaways will total over £1 million (US$1.2m), more than double last year’s sum.

Customers shopping with the e-commerce platform between now and Christmas can receive #WhiskySanta gifts and prizes one of three ways. 

All orders will come with a gift voucher worth up to £50 or a surprise 30ml dram. These could include whiskies from brands such as Talisker, Aberfeldy and Glenfarclas, or other spirits like Blackeye gin or Santa Teresa rum.

#WhiskySanta will also randomly refund some orders, regardless of size or value. 

Finally, online shoppers can ‘wish’ for any of the 15,000 products on the Master of Malt website by sharing them on social media. Every day, some wishes will be granted, including ‘super wish’ opportunities, such as last year’s Fettercairn 46-year-old, worth more than £10,000 (US$12,000). 

Wish buttons can be found on each product’s page on the Master of Malt website, with thirsty hopefuls able to post directly to Twitter or Facebook. Master of Malt is also providing additional wish-granting guidance and inspiration on its Instagram Stories. 

“We’re incredibly excited and mildly terrified that #WhiskySanta has returned to spread festive cheer to whisky fans and drinks enthusiasts the world over,” Master of Malt’s founder Justin Petszaft said. 

Through previous campaigns, #WhiskySanta has given away hundreds of thousands of gifts to Master of Malt shoppers, worth millions of pounds. 

Earlier this year, the e-commerce platform collaborated with supermarket chain Sainsbury’s on a curated craft gin range.