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#WhiskySanta is back for 2019 with a £250k haul of gifts!
#WhiskySanta 2018
15 November 2019
Master of Malt’s multi-award-winning #WhiskySanta campaign is back for 2019, with an enormous £250,000-worth of whiskies, gins, rums and more to give away in the run-up to Christmas.

Master of Malt, the leading eCommerce platform for delicious drinks, is gearing up to give away more than £250,000-worth of Christmas gifts as its award-winning #WhiskySanta campaign returns for a sixth year. 

#WhiskySanta is everyone’s favourite supernatural, omniscient, festive, heavily-bearded being. He takes over the Master of Malt social media feeds and website, granting wishes and surprising shoppers with free gifts, right up until Christmas Eve. 

Drinks fans can ‘wish’ for anything from the Master of Malt site on Facebook, Twitter or Instagram, using the #WhiskySanta hashtag. Each day, #WhiskySanta will cast his eye over the social media universe, making some of those wishes come true!

With almost 11,000 products in stock, from single malt whiskies to surprising gins, wonderful rums, delicious brandies and beyond, Master of Malt is the dream drinks shopping destination. To help booze fans with their wishing, #WhiskySanta has popped a useful ‘Wish’ button on every product page, which generates a pre-populated Twitter or Facebook post, making it even easier to take part. 

For Instagram users, #WhiskySanta has curated a daily supercut of superb bottlings followers may enjoy. Followers on the platform can view the video, screenshot the bottle they want and post to their own feeds as a simple way to ‘wish’ for a tasty tipple that day!

When he’s not busy on his smartphone or granting wishes, #WhiskySanta will reside at the Master of Malt checkout, tucking everything from 30ml sample drams to full bottles, and gift vouchers worth up to £50 into orders. From time-to-time, he’ll even pick up the entire tab!

Weekly Super Wishes are also back for 2019. A Super Wish is an exceptionally rare, highly sought after or high-value treat, set to be granted to one incredibly lucky wisher. Announced every Monday in the run-up to Christmas, customers, fans and followers will have up until the following Friday to get their wishes in. Last year’s Super Wishes included a Lalique decanter of The Macallan M worth £3,300, and a bottle of Glenfarclas 1956 (cask 1767) Family Cask Spring 2015 Release worth £4,995!

In 2018 Master of Malt took #WhiskySanta with them on a distillery tour for a game of hide and seek – or Find #WhiskySanta. Captured on virtual reality video, customers fans and followers could look for #WhiskySanta, and when located, enter a competition to win a £250 Master of Malt voucher. It’s game on again for Christmas 2019, after the team briefly ‘lost’ #WhiskySanta at the English Whisky Company!

“We can’t wait to have #WhiskySanta back from his holidays ready to give away more delicious gifts for 2019 as he helps drinks fans gear up for a thoroughly jolly Christmas!” said Master of Malt campaign manager, Jake Mountain.

“With £250,000-worth of the finest spirits treats to gift our fantastic customers, fans and followers, in Master of Malt orders and across social, as well as the VR Find #WhiskySanta game, this year’s campaign is set to be more compelling than ever.”

He might have been jet setting on his holidays, but #WhiskySanta has had a stellar 2019 so far. He took home trophies for Best Use of Social Media – Retail and Best Social Media Campaign at the UK Social Media and Communications Awards, and eCommerce Social Campaign of the Year at the UK eCommerce Awards. These add to a bulging trophy cabinet that also includes Consumer Initiative of the Year at The Grocer Gold awards 2018 and gongs from The Drinks Business and Drinks International.

This year’s campaign builds on a stellar 2018, when #WhiskySanta exceeded all objectives. 

Total Twitter timeline deliveries hit a whopping 98.2 million, compared to 68.9 million in 2017, while on Facebook, impressions increased by 192% over the 2017 #WhiskySanta campaign. Meanwhile, on Instagram the #WhiskySanta hashtag hit 11.5 million impressions, up from one million the previous year. 

#WhiskySanta returns on 15 November, and will be granting wishes up until 24 December.