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Drinks by the Dram reveals its advent calendars for 2024
Offering a beverage behind every window, Drinks by the Dram has introduced its 2024 advent calendar collection.
Each calendar promises a daily discovery of a 30ml wax-sealed dram from some of the world’s finest distilleries and comes in at 40% cheaper than buying all the drams separately.
Speaking to the drinks business, Drinks By The Dram head of marketing Adrian Lugg said that the advent calendars “represent great value, being around 40% cheaper than if you were to buy the drams individually”.
Lugg told db: “Just as we loved chocolate advents as kids, there’s something special about having a daily treat with an adult twist. During times when people are feeling the pinch, the ‘lipstick effect’ comes into play—our calendars offer an affordable way to indulge in a little daily luxury, adding festive spirit without the cost.”
The calendars are positioned to give drinks fans ways of experimenting and discovering new spirits while also expanding their repertoire in the build-up to Christmas celebrations.
Drinks by the Dram’s World of Whisky Advent Calendar retails at £129.95 and showcases 25 different 30ml samples from 12 whisk(e)y-producing nations. The calendar features drams from traditional regions like Scotland and emerging markets such as India and New Zealand. Its highlights include Paul John Classic Select Cask, Jameson 18 Year Old, and The Cardrona – The Falcon.
The Drinks by the Dram Dadvent Calendar retails for £54.95 is a 12-day calendar. The selection includes whiskies from renowned producers such as Loch Lomond, Hatozaki, and Tullamore Dew.
The Sherry Cask Whisky Advent Calendar brings drinks fans 25 drams matured in prized Sherry casks. With notes of dried fruit, nuts, and spices, the whiskies deliver warmth and depth, making them the perfect winter companion.
Drinks By The Dram’s Rum 12 Day Advent which retails for £69.95 and contains a 30ml sample of rum hidden behind each of the 12 doors.
Drinks by the Dram’s Peaty Whisky Advent Calendar costs £129.95 and includes whiskies sourced from different locations. The expressions range from powerful peat monsters packing in plenty of medicinal, earthy notes, to lightly smoked sippers with just a whisper of those flavours.
That Boutique-y Gin Company Advent Calendar is priced at £64.95 and includes gins with flavours such as Neroli, Chocolate Orange, Spit-Roasted Pineapple and Rhubarb.
Describing which calendars are selling the most, Lugg explained to db: “Our whisky advent calendars have grown immensely in popularity, with our Whisky Advent Calendar leading as the best-seller, followed closely by our Scotch Whisky and World Whisky editions. This really shows how much whisky fans enjoy exploring the category and discovering new distillers, regions, and styles each day. We’ve seen sales of our most popular whisky calendar nearly double in direct channels year on year, underscoring the continued appeal of these ‘grown-up’ advent calendars.”
All of Drinks By The Dram’s Advent Calendars are available to buy from Master of Malt’s webshop.
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