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Meet MoMer's Web Page Gin – Master of Malt's Very Own Bottling!
MoMer's Web Page Gin
19 February 2019
Master of Malt’s first exclusive gin, developed in collaboration with That Boutique-y Gin Company, harnesses the power of augmented reality and celebrates the retailer’s past and present, all while offering a deliciously unusual basil-influenced flavour profile.

Award-winning specialist drinks retailer Master of Malt has released its debut exclusive gin bottling: MoMer’s Web Page Gin. 

This tasty expression is the result of a partnership with That Boutique-y Gin Company, and celebrates the retailer’s pioneering and storied history. 

Taking inspiration for its name and label design from an iconic episode of everyone’s favourite cartoon family, as well as today’s online culture of memes, gifs and stickers, the light-hearted front illustration references notable features and events from Master of Malt’s story to date.

From the directors’ journey from a garden shed to the shiny new MoM Towers, and the mischievous Colobus monkey that occasionally appears on the site, to the award-winning #WhiskySanta, our digital team gathering virtual reality footage, and even that Land Rover incident (if you know, you know), That Boutique-y Gin Company’s design spans an action-packed decade of Master of Malt.

Augmented reality
Master of Malt is as much a technology company as a drinks purveyor, and MoMer’s Web Page Gin celebrates the inventive side of the business, too. Through the Zappar augmented reality app, gin fans can use their mobiles to see the label come to life and unlock exclusive video content.

After downloading the app, customers simply aim their phone at the Zapcode on the neck tag of the bottle (which also provides simple, clear instructions), line up their phone with the label, and watch the illustration come to animated life! Naturally, the animated elements of the label can also be found and used as stickers in Instagram Stories or on Snapchat. Just search for MoMer’s Gin!

Through the AR platform, gin lovers can also discover exclusive videos, including recommended serve walkthroughs and an interview with Stuart Medcalf, liquid production manager at That Boutique-y Gin Company, who details how MoMer’s Web Page Gin was made. 

The gin
The MoMer’s Web Page liquid itself is a twist on a classic dry-style gin. Basil, thyme and rosemary were distilled separately under vacuum before being expertly blended with a more traditional pot-distilled base. The result is a distinct, warming and rich gin, with the basil, thyme and rosemary botanicals contributing an unusual aromatic lift throughout without ever overpowering the all-important juniper.

That Boutique-y Gin Company brand ambassador Stephanie DiCamillo has developed two signature serves which celebrate the basil, thyme and rosemary trio, and are simple enough to be recreated by gin lovers at home. It also makes a great G&T (in case you were worried).

“MoMer’s Web Page Gin really sums up what Master of Malt is all about – we want to bring amazing drinks experiences to life, so exclusively developing a delicious gin and pairing it with augmented reality is the only logical thing we could do,” said Master of Malt editor, Kristiane Sherry. 

“To be able to celebrate the last 10 years of Master of Malt with a whole array of firsts – incredible liquid, tech, and a whole lot of reminiscing with the team – was genuinely exciting, and we’re thrilled to release the results to the world!”

Jake Mountain, Master of Malt campaign manager, added: “It’s fantastic to share cocktail videos, additional info and more tongue-in-cheek label-based absurdity in such a fun and playful way with all those who have the bottle in their hand (and a mobile device in the other!).”

The first batch of MoMer’s Web Page Gin is limited to 660 bottles and is available exclusively from Master of Malt now, priced at £29.95.