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#WhiskySanta is back for Christmas 2026 with a sleigh-load (£800,000-worth!) of whisky and spirits pressies for you.
Ho-Ho-Ho!
#WhiskySanta here. Yes, it’s that time of year already.* Have you been good? You didn’t spoil Celebrity Traitors for anybody, did you?
Some of you already know the drill. For any who don’t, I’ll quickly recap here (but the shiny new page #WhiskySanta page is the place to be) before telling my story…
As foretold, the bearded bringer of boozy joy has returned!
How#WhiskySanta works
Here’s the skinny from someone who’s anything but:
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 with orders, 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!
Lucky shoppers will see messages like this once they’ve placed their order. I’m here to spread the festive spirit(s)!
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 across Instagram, X (Twitter) and Facebook!
What’s that? Are there Super Wishes? (IYKYK) Watch this space…
‘Tis the season!
Now, if you’ll excuse me, I have to reverently remove the traditional golden cloche that’s currently protecting my first mince pie of Christmas 2026. Then promptly scoff it down.
Some wishes really do come true, you see. Just as yours can. And if anyone is curious as to how a supernatural, festive, omniscient, heavily-bearded being came to be on this plane of existence, I’ll give you little trip down memory lane…
Beyond these very doors, it happened. (It’s one of those coworking spaces these days. Even when a lingering hint of sulphur is occasionally detected, they never suspect its trans-dimensional festive significance…)
A short history of #WhiskySanta
There was once 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 for a retailer to give back a bit? Like some inverse-Grinch thing.
For most companies – even plucky, swashbuckling 100% 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.
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…
But the folks at Master of Malt 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 universe (#multiverse4lyfe) between a particularly messy desk covered in whisky samples, and a pile of battered old printers. Armed with omniscience, ‘the magic of Christmas’ and a dimensionally transcendental sack, I’ve been letting myself into MoM Towers for over 12 years now…
During that time 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. Look on my works, ye Mighty, and despair! *Ahem*, apologies I got a bit carried away there. What I mean to say is: get involved, have fun, and have a very merry Christmas all!
#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.
