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Master of Malt Blog

Tag: Whisky Santa

IWD 2019: Meet our campaign exec, Laura Carl!

With International Women’s Day fast approaching, we thought we’d celebrate some of our behind-the-scenes team here at MoM Towers. Today we chat with Laura Carl, our campaign executive, about #WhiskySanta,…

With International Women’s Day fast approaching, we thought we’d celebrate some of our behind-the-scenes team here at MoM Towers. Today we chat with Laura Carl, our campaign executive, about #WhiskySanta, diving, and the joy of bourbon.

Friday 8 March is International Women’s Day! Last year we marked the occasion by interviewing some of the drinks industry’s most exciting luminaries. For 2019, we thought we’d turn our attention to our very own office. Get set to meet more of Team MoM!

As well as getting to know some of the women who work here at Master of Malt, I hope a little behind-the-scenes peek will highlight some of the many varied careers the drinks industry offers. We met PR manager Mariella yesterday, today it’s the turn of campaign exec Laura Carl to talk us through life in the marketing team. She joined Master of Malt in June 2018, and works across all kinds of projects, from #WhiskySanta to our weekly emails. Enough from me, over to the woman herself…

Tell us about you and your role at Master of Malt.
I’m a campaign executive at Master of Malt, our team (big up Jake Mountain and Lois Jõe!) manage the marketing campaigns and all the challenges that go with running them. This includes everything from headline competitions and social media campaigns such as #WhiskySanta, to product selection for the website and managing day-to-day marketing requests.

Talk us through a typical day…
The best thing about this role is that every single day is different for me. We have on-going projects which require constant attention, such as the weekly product email, and then brand new campaigns or ideas which can be turned around in a couple of days. My role includes coming up with design ideas, putting together strategic planning for public holidays or events, analysing results, and acting as a communicator between the many wonderful teams and people we have here at MoM, who make it possible to get the job done.

Laura Carl International Women's Day

Laura spends much of her year liaising with #WhiskySanta while he’s on his holibobs

How did you get into marketing?
My career path seems pretty convoluted; I actually have a degree in marine biology – so obviously marketing was the clear career choice after graduation! I worked in sales for a PR company before running away for two years travelling. In that time, I had a range of roles; most notably I became a dive instructor in Thailand and Indonesia (yeah, I’m pretty cool), and then I moved over to Australia. Over there, I worked in a few bars and managed events for a small craft brewery in Brisbane (check out Aether Brewing with its amazing craft beer and even better people), where I gained a true passion for drinks. Upon my return, I knew I wanted to focus on marketing and I managed to find this amazing role which allowed me to use both the creative and analytical aspects of my personality (as well as my love for all things alcoholic!).  

What are the particular challenges your role?
Clear communication is always key. The easiest way I would explain my role is project management marketing. Making sure every aspect of the campaign is running smoothly and on-time can be a challenge, especially at busy times of the year such as Christmas.

What’s one of the most surprising things about your role?
The opportunity to be as creative as I want when it comes to new social campaigns is amazing; we really do have the freedom to run with what we believe will be effective. MoM has a wonderfully jovial ‘voice’ and working with that kind of marketing image for a company gives you the scope to have a lot of fun when it comes to new campaigns.

What makes the drinks industry such an interesting place to work?
I really am lucky to work in an industry which I’m truly passionate about. It’s constantly evolving, there is such a rich history involved in spirits and, best of all, there’s always something new to learn or try. Everyday people are pushing the boundaries in spirits production, cocktail making and drinks trends, which makes the whole industry innovative, exciting and endlessly interesting.

Tell us about a career highlight…
We recently attended the Gin Magazine Awards (where MoM snapped up Online Retailer of the Year!). We spent the evening sipping the world’s best gins and generally celebrating how awesome we are, which was pretty cool! Also, getting to attend the launch of the ‘A Miscellany of Inventions’ cocktail menu at GŎNG Bar at the top of The Shard was pretty frickin’ awesome. Can I have two? I’m putting two.

What advice would you give to someone looking to get into drinks marketing?
You may not feel like you’re always on the right path but seize every opportunity that falls your way, no matter what your current role. You never know when the skills you pick up may come in useful.

Recommend a drink!
Bourbon is the love of my life, so it has to be an Old Fashioned.

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Time for #WhiskySanta to say toodle-oo…

#WhiskySanta has had his biggest year yet, with countless gifts flying far and wide to their new homes. There’s just one thing left that #WhiskySanta wants to say… HAVE A…

#WhiskySanta has had his biggest year yet, with countless gifts flying far and wide to their new homes. There’s just one thing left that #WhiskySanta wants to say…

HAVE A MERRY CHRISTMAS, EVERYBODY!

Ho! Ho! Ho! My little radio system here at MoM Towers is playing Wizzard’s I Wish it Could be Christmas Everyday for the 15,844th time, which means it’s about time I say goodbye for another year. It has been the perfect soundtrack to me giving away well over £250,000-worth of delicious drinks gifts since this year’s festivities kicked off at the start of November!

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The winner of the Where’s #WhiskySanta? competition is…

To mark another fantastic festive season, we asked the good public (that’s you!) to help us find our supernatural, omniscient, festive, heavily-bearded friend #WhiskySanta, with a £250 MoM gift voucher…

To mark another fantastic festive season, we asked the good public (that’s you!) to help us find our supernatural, omniscient, festive, heavily-bearded friend #WhiskySanta, with a £250 MoM gift voucher as reward – and we’ve got our winner!

As the countdown to Christmas was drawing to a close we approached you with an opportunity to find our friend, and win big by doing so. #WhiskySanta became a little distracted while living his best life at Aberfeldy Distillery (we can confirm the rumours that mince pies were to blame) and got a tad lost. So we asked you to put on your best Sherlock Holmes/Nancy Drew/that guy with the moustache impression and help us find #WhiskySanta.

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#WhiskySanta’s Glenfarclas 1956 (cask 1767) Family Cask Super Wish!

#WhiskySanta’s really pushed the boat out for his final Super Wish of 2018. Fancy a whisky distilled waaaayy back in 1956? What about one described as ‘age- and logic-defying’? This…

#WhiskySanta’s really pushed the boat out for his final Super Wish of 2018. Fancy a whisky distilled waaaayy back in 1956? What about one described as ‘age- and logic-defying’? This week’s mega super-duper Super Wish is… Glenfarclas 1956 (cask 1767) Family Cask Spring 2015 Release!

Ho, ho, ho, my marvellous, merry chums! I’m in exceptionally fine spirits this glorious Monday. Not only did my elves cook me a terrifically tasty early Christmas dinner yesterday (I need to get my strength up in the last week before the Big Day! I’m still working my way through my mega Santa sack of gifts worth £250,000! Keep wishing on social and buying those boozes. You never know what I might slip in with your order… I might even pick up the entire tab!), but I have a right treat in store for my final Super Wish of 2018.

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Help us find #WhiskySanta and win a £250 Master of Malt voucher!

Fancy snapping up a delicious Christmas treat just for you? Help us find #WhiskySanta and you could snap up a super-fancy, interest-accruing, never-expiring Master of Malt voucher worth £250! Christmas…

Fancy snapping up a delicious Christmas treat just for you? Help us find #WhiskySanta and you could snap up a super-fancy, interest-accruing, never-expiring Master of Malt voucher worth £250!

Christmas is approaching with alarming haste! Which probably means you’re either in a panicked whirlwind of pressie shopping or you’re sat smugly, dram in hand, actually enjoying the festive season as you’d chosen, bought, and wrapped all your gifts prior to 1 November.

Either way, there’s still space for a little self-gifting, right? How does a MoM voucher to the tune of £250 sound?! That’s a really rather delectable bottle. Or a LOT of drams. It’s also the dream way to round off the year!

So we thought we’d get in the spirit of #WhiskySanta and have a little game for our eagle-eyed friends and followers!

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#WhiskySanta’s The Macallan M Super Wish!

#WhiskySanta is back with a Super Wish so special that it will, quite literally, knock your socks off. This week he’s giving away a Lalique decanter of The Macallan M…

#WhiskySanta is back with a Super Wish so special that it will, quite literally, knock your socks off. This week he’s giving away a Lalique decanter of The Macallan M worth £3,300!

Mariah Carey once sang “All I want for Christmas is you”. In my view, it’s the last great Christmas song and one I never get tired of shaking my booty to at the #WhiskySanta Christmas party, but can you imagine if people acted on this song’s sentiments? Just picture the scene. It’s Christmas Day but I haven’t ventured down the chimney laden with boozy goodness because someone said that all they wanted for Christmas was to see a special friend. There would be tears before bedtime.

So to prevent grown-ups crying, I have been busier than ever giving away fine whiskies and other boozes from around the world in thousands of Master of Malt orders and also across social. By harnessing the awesome power of Twitter, Facebook and Instagram (oh, and Google+. Go on then), I have been making your wishes come true. Including, for some very lucky people, Super Wishes!

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The most marvellous Christmas gifts

Make this the most holly, jolly Christmas ever with this sensationally seasonal selection of spirits! Christmas is perhaps the best time of year to enjoy a well-earned tipple. It’s the…

Make this the most holly, jolly Christmas ever with this sensationally seasonal selection of spirits!

Christmas is perhaps the best time of year to enjoy a well-earned tipple. It’s the perfect way to wash down all the fabulous festive food you’ll stuff yourself silly with and helps you to relax, wind down and take your mind off the ongoing game of charades/horde of children running amok/rubbish Christmas TV schedule. It makes an ideal gift too. Maybe you know a special someone who deserves to be spoiled this year with a great bottle of booze?

Whatever you’re looking for, you’ll find all manner of boozy delights to suit all tastes here, each appropriately seasonal and utterly delicious!

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#WhiskySanta’s Talisker Bodega Series 40 Year Old Super Wish!

#WhiskySanta has returned with the first spectacular Super Wish of December – and it’s another absolute Christmas corker. This week a lucky someone will receive a bottle of Talisker Bodega…

#WhiskySanta has returned with the first spectacular Super Wish of December – and it’s another absolute Christmas corker. This week a lucky someone will receive a bottle of Talisker Bodega Series 40 Year Old, worth £2,750!

Happy December, my festive friends! The most merry of months has returned, which I’m sure all who remembered to open their Advent calendars will know (particularly if they’re filled with the good stuff). As you can probably imagine, this is the month when I really get in the groove, which is just one of the many things Michael Bublé and I have in common.

But I’ve already got one up on my baritone buddy, as I’ve spent the previous few weeks making this the jolliest season it can be by granting wishes every single day across Twitter, Instagram and Facebook. I’ve also been building up to the big month by doing what I do best: frequenting MoM Towers to give away all kinds of wonderful things with orders – be it drams, bottles or gift vouchers, as well as picking up the tab for whole orders! Oh, and I’ve been granting those little things called Super Wishes!

From the Drinks by the Dram Old & Rare Advent Calendar, to the stunning Probably Speyside’s Finest Distillery 50yo 1967, the cracking Craigellachie 31 Year Old and the magical Method and Madness Single Pot Still 28 Year Old, many deserving wishers have been spoiled Super Wish-style! Seeing as the elves and I pride ourselves on making we maintain these Skye-high standards, this week’s Super Wish is… Talisker Bodega Series 40 Year Old!

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#WhiskySanta’s Craigellachie 31 Year Old Super Wish!

Get those fingers of yours crossed, for #WhiskySanta has yet another spectacular Super Wish lined up. This week, he’s giving away a bottle of Craigellachie 31 Year Old worth £1,500!…

Get those fingers of yours crossed, for #WhiskySanta has yet another spectacular Super Wish lined up. This week, he’s giving away a bottle of Craigellachie 31 Year Old worth £1,500!

If you’ve been keeping track of my stupendous Super Wishes, you’ll have seen me give away an Old & Rare Whisky Advent Calendar and an awesome 1967 secret distillery indie bottling from Douglas Laing. Both wonderful things, we can agree. How am I going to follow this? There are two roads to choose – I could keep upping the stakes and give away something even more amazing, or I could go full-on disappointment and give away four slightly tatty boxes of animal-shaped ice cream wafers. As much as I love those crunchy little devils, I reckon I should keep on impressing you all with my next Super Wish prize – it’s a bottle of Craigellachie 31 Year Old worth £1,500!

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Fabulous Festive Necessities

The season to be jolly is rapidly approaching, and we’ve got baubles and crackers aplenty so you can spread the spirit of Christmas MoM-style! Christmas is almost upon us. The…

The season to be jolly is rapidly approaching, and we’ve got baubles and crackers aplenty so you can spread the spirit of Christmas MoM-style!

Christmas is almost upon us. The most wonderful time of the year is nearly here. Soon it’ll be time to awkwardly hoist your Christmas tree down from the attic. And you’ll need to decorate it. You’ll also need to decide what should actually go under it. Don’t forget about after-Christmas dinner drinks! Christmas may be all kinds of magical and brilliant, but my word, there is so much to do.

Fortunately, we’re already very much in the Christmas spirit here at MoM Towers. We’re dedicated to helping you see in the season with plenty of festive cheer. While our omniscient, red-coated, heavily-bearded, festive and acclaimed friend #WhiskySanta has been giving away £250,000-worth of the finest spirits to all you lovely drinks fans, we’ve been busy compiling a list of fabulous festive necessities, just for you! That’s right, we’ve got an array of boozy baubles and crackers right here, ready and primed to assist with that all-important decoration process. Enjoy!

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