Master of Malt creates World Dram Day

UK-based retailer Master of Malt will launch the first World Dram Day, dedicated to 30ml measures of spirits, on 25 April 2024.

Master of Malt will celebrate drams – a miniature measure of whisky or other spirits – every year on the last Thursday of April.

The e-commerce platform is aiming to create an occasion for drinkers to explore spirits from all over the world and try products for the first time.

Master of Malt is seeking to ‘democratise premium spirits’ by providing the chance to taste without buying a whole bottle. The retailer currently offers its Drinks by the Dram tasting sets, which contain five different spirits in a smaller format, across categories such as whisky, brandy and Tequila.

Drinks by the Dram will host a free one-day event on the inaugural World Dram Day (25 April) at London bar Dram, featuring one-on-one whisky consultations with Dave Worthington, global brand ambassador for That Boutique-y Whisky Company.

There will be an adult pick ‘n’ mix on offer, providing drinkers with the opportunity to take home a selection of 30ml spirits from whisky and mezcal to gin, vodka and rum.

The free event will run from 10.30am to 7pm at Dram in Soho’s Denmark Street. Those wishing to attend can register for time slots on Eventbrite.

Master of Malt is part of Atom Group, which operates whisky bottler That Boutique-y Whisky Company and spirits distributor Maverick Drinks.

Earlier this month, Master of Malt Trade and The Spirits Business co-hosted a webinar.