Master of Malt offers Drinks by the Dram

28 May, 2010

Online retailer Master of Malt has launched a whisky-sampling service to allow consumers to taste its rapidly expanding range of spirits.

The service, called Drinks by the Dram, allows customers to sample malts before investing in expensive bottles.

Drams start at £1.95 per 3cl bottle, which are individually wax dipped to seal and labelled with handmade paper.

It’s not only malts getting the sampling treatment, with the service covering anything from 10-year-old Bourbon to 40-year-old single malt whisky.

Ben Ellefsen, Master of Malt’s sales director, said the service initially started for friends and families.

“We soon found the friends we gave samples to often came back and bought the rest of the bottle,” he said.

“When we showed the idea to the distilleries and brand owners, the reaction was so unequivocally positive we decided to make the service available to our customers as well.”?Fifty drinks are currently available as drams, with more than 200 expected by the end of May and 1,000 by Christmas.

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