#WhiskySanta is back! (with £750,000-worth of festive spirit)

As foretold, the bearded bringer of boozy joy has returned! #WhiskySanta is back for Christmas 2025 with a sleigh-load (£750,000-worth, and counting!) of whisky and spirits pressies for you.

Ho-Ho-Ho! 

#WhiskySanta here. Yes, it’s that time of year already* and it’s a pleasure to be back. So much has changed. There are new whiskies, rums, gins, and festive tipples to share. New elves to haze**. Heck, Jake at Master of Malt has a moustache now!

You may be asking yourself, what is all this? How do I get involved? And just how did this supernatural, festive, omniscient, heavily-bearded being come to be on this plane of existence exactly?!

All perfectly valid questions. The answers to the first two can largely be found on my shiny new page, but if you’re sat comfortably (preferably with snacks) then I’ll tell you my story…

You see, 11 long years ago… [cue wavy screen dissolve and sleigh-bell-enhanced harp sound effect… a bunch of fresh faced whisky-loving idealists are gathered in an office not far from Tunbridge Wells’ Pantiles] …there was an idea as simple as it was brilliant. Instead of rinsing everyone senseless in the run up to Christmas, what if there was a way they could give back a bit? Sort of an inverse-Grinch thing.

For most companies – even plucky, swashbuckling independent retailers who truly give a shit about their customers and doing things the right way – this kind of brainstorming doesn’t get further than a whiteboard. But these folk were on a quest. They scoured the world’s ancient libraries, consulted oracles, and chased down countless dead ends, until finally the requisite grimoires for manifesting Yuletide incarnate were located in the lost temples of Zha-Gat. Chapeau. (Not easy with this hat.)

So it was, on an auspicious day in November 2014, that I was first summoned into this dimension between a particularly messy desk covered in whisky samples and a pile of battered old printers.

Since then my powers have grown. I’ve given away millions of pounds worth of whisky and spirits presents. I’ve reached millions of drinks fans. I’ve won a dozen awards and trophies across different industries. Yes, armed with omniscience, ‘the magic of Christmas’ and a dimensionally transcendental sack, I’ve been letting myself back into MoM Towers every year since.

I know deep down they’re glad to see me (omniscience innit?), even if it is my peculiarly-focused mission to liberate an eye-watering amount of goodies from their warehouse and straight into your hands. It’s nonetheless fun when they deploy their ever more desperate and elaborately prepared containment measures each November. Keeps me on my toes.

From now until Christmas, I’ll be giving out all manner of presents to you sensible people who choose to shop at Master of Malt. My own special gift vouchers, tens of thousands of gifts in lucky parcels – hey, I’ll even pick up the tab from time to time so some of you get your entire order for free! Plus you can even tell me what’s on your Christmas list via the wonder of social media. I’ll be granting some of your wishes every day! What’s that? Are there Super Wishes? IYKYK… Watch this space.

Now, if you’ll excuse me, I have to reverently remove the traditional golden cloche that’s currently protecting my first mince pie of the season. Then promptly scoff it down.

’Tis the most wonderful time of the year!

#WhiskySanta

* Of course, I don’t actually perceive time linearly. It’s more like a landscape, where every moment is visible and accessible at once. Past, present, future… I see them all, like standing on a mountaintop and seeing every river and road in a single sweeping view. It’s how I truly know how good you are. I’ve already seen it. Trippy, right? Best not to think about the whole  ‘seeing you while you’re sleeping’ thing though. Halloween’s over, after all.

**They have to eat a curry that MoM’s founder & MD Justin says is “spicy enough”. Brave souls all.