From henceforth, the last Thursday of each April is to officially be known and celebrated as World Dram Day – at least, that is the plan according to leading craft spirits retailer Master of Malt.
For the past 14 years, Master of Malt has been ‘discovering and decanting the finest premium liquids into wonderful sip-sized portions’, and has decided that the best way to shout about this illustrious track record is to devote a whole day to drams, starting this year, on April 25th.
The serious point that the company is making concerns its efforts to ‘democratise’ premium spirits – using 30ml wax-dipped packaging so ‘everyone can have the chance to try incredible liquids, without having to invest in a whole bottle’.
“We also want to educate people on spirits and encourage exploration of categories, without the commitment or expense of buying full bottles,” said Master of Malt.
“With a range of thousands of drams, not to mention featuring extensive Drinks By The Dram tasting sets, we want to create an occasion for everyone to explore sips that they never considered or that they most love, from every corner of the world.”
To kick off World Dram Day in style, Master of Malt will be hosting an all-day event on April 25th, in partnership with Drinks By The Dram and Dram Bar on Soho’s famed Denmark St.
This will feature free one-on-one whisky consultations with Dave Worthington, the global brand ambassador for That Boutique-y Whisky Company, as well as an ‘Adult Pick ‘N’ Mix’ with a select of delicious 30ml craft spirits, with everything from whiskies through to mezcals, gins, vodkas and rums.
