Master of Malt reports uplift in vodka sales for May with whisky leading in June

Master of Malt has reported a “significant double-digit” uplift for vodka sales through May, while June was “all about whisky”.

In May vodka sales shot up for the online retailer, in comparison to April. The company said: “This was a bit of a surprise one for us. It was either an extension of the lockdown shift towards sourcing supermarket supplies online, or that at-home vodka consumption and cocktails are having a bit of a moment. We reckon it is a blend of both.”

The top sellers for the retailer included Absolut Blue, Reyka and Stolichnaya Red Label, suggesting that the trend for more neutral flavours continues to resonate.

June was all about whisky, which Master of Malt said was “perhaps an expected development given that the month features Father’s Day (yes we know women enjoy whisky too; whisky makes an awesome gift regardless of gender)”.

Some of its top-sellers through June were Talisker 10 Year Old, Seaweed & Aeons & Diggin & Fire 10 Year Old, Aerolite Lyndsey 10 Year Old – The Character of Islay Whisky Company; and Kilchoman Sanaig, with the smokier side of single malt showing a particular appeal, according to the company.

In terms of giftable spirits, gin topped the search terms, which the retailer said “really did take us by surprise, especially given whisky’s popularity in June”.

It said: “We had a look for how search terms ranked on Google in the UK for our top five spirits categories for the last 90 days (whisky, gin, rum, vodka, tequila), and to our surpriuse, ‘gin gift’ was consistently head and shoulders ahead of the pack. ‘Whisky gift’ was a distant second, with ‘rum gift’ and ‘vodka gift’ tied in third place. It goes to show the gin boom isn’t over yet, with gifters super keen to share the juniper stuff this summer.”

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