Master of Malt launches range into wider retail for the first time
Online drinks retailer and independent bottler Master of Malt tells db which “broader and braver” whisky trends its new range of spirits, launched beyond its own website for the first time, are tapping into.
The drinks retailer, which will celebrate 40 years in the industry in October, has launched a new series of single casks and small-batch spirits.
The range features headline releases including a 40-year-old Girvan grain whisky, a 29-year-old Tobermory (RRP £199.95), a 16-year-old Dailuaine (£69.95) and a run of secret Speyside and Highland single casks priced from £34.95.
Adrian Lugg, Master of Malt’s head of marketing, told db the new releases reflect a “broader and braver” whisky world.
“Consumers are open to new regions, new casks and new formats,” he said. “The future of whisky is less about heritage, more about taste, sustainability, and discovery.”
“Provenance beyond marketing” is critical to engage today’s savvy consumers, Lugg said, as well as “liquid that genuinely reflects where it’s from, not just how it’s aged”.
Price point is also key. “Value has never been more important, whether that be through the quality of premium liquids driven by provenance and an authentic story, or just good bang for your buck,” Lugg noted.
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Master of Malt’s new releases tap into key trends shaping whisky innovation this year. “Cask innovation is huge,” Lugg said. “Everything from Tequila to Mizunara finishes. Low-intervention, grain-forward expressions and terroir storytelling are also gaining ground, with a growing focus on transparency and sustainability. Alongside provenance and authenticity, some clever marketing-led concepts have been cutting through, riffing on great ranging concepts or cultural cues.”
For the first time in its 40-year history, Master of Malt is launching its range beyond its own website into wider global retail.
The new products will be available for sale through distributors across Europe, the Middle East, India, and Africa (EMEIA), as well as regions in Asia Pacific and North America.
Lugg acknowledged that the business is looking to expand during a challenging trading period. Spirits businesses are feeling the impact of economic pressures, political instability and a downward trend in drinking habits.
He argued that now is the time to act. Lugg said: “Tough times are very much about investing for the future, those brands and businesses that come out strongest from a downturn are the ones that held strong and stayed relevant – being there for customers and staying top of mind for consumers.”
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