How Master of Malt achieved seven years of continuous growth through partner marketing
For more than seven years, Master of Malt has grown their partner marketing program year after year by combining a strong partner network with continuous optimisation, seasonal innovation, and dedicated account management.
Master of Malt is one of the UK's leading online retailers for premium spirits, whisky and craft drinks. With a strong focus on online growth, partner marketing has become an important channel for reaching new customers, increasing sales, and supporting long-term business growth.
Challenge: Growing the program over time
As their business matured, maintaining growth through partner marketing became increasingly challenging in a highly competitive market. Rather than simply maintaining an established program, Master of Malt wanted to keep it relevant, attract new partners, strengthen existing relationships, and adapt to changing customer behaviour.
With more brands competing for partners' attention than ever before, the challenge was to create a partner marketing program that partners continued to prioritise while delivering measurable commercial growth year after year.
What we did
Development of existing partners
Dedicated account management ensured the partner marketing program was continuously reviewed and improved. Existing partner relationships were strengthened through regular communication, personalised support and tailored opportunities that helped partners grow alongside the brand.
Flexible incentives and seasonal campaigns
Commission rates, exclusive offers and seasonal bonuses were regularly adjusted around key retail moments such as Father's Day, Christmas and other peak trading periods. These incentives helped partners create timely campaigns that delivered stronger engagement and higher conversion rates.
Optimisation and partner recruitment
Performance insights were used to identify new growth opportunities, optimise campaigns and recruit relevant new partners. Alongside improving the performance of existing partners, the program expanded with a 28% increase in new partners during 2024, helping maintain long-term growth.
Results: Seven years of year-on-year growth
The combination of proactive account management, continuous optimisation and a growing partner network has delivered consistent results over the long term.
Since launching their partner marketing program in 2018, Master of Malt has achieved seven consecutive years of year-on-year growth through the channel.
During 2024, the program delivered several standout results:
- 47% increase in partner marketing sales during the strongest month of 2024.
- 25% increase in Father's Day revenue compared with 2023.
- 28% increase in new partners recruited during 2024.
- Seven years of year-on-year growth through partner marketing.
Beyond the numbers, the program continues to evolve through exclusive offers, content collaborations and data-driven optimisation that help strengthen Master of Malt's visibility while delivering meaningful traffic and conversions.
Master of Malt joined Affiliate Future in 2018 and later migrated their partner marketing program to Adtraction following the acquisition. The long-standing partnership has continued to support their growth through a strong network of relevant partners and dedicated account management.
Stephon Anthony, Affiliate Manager, Master of Malt comments:
The level of service received from the account management and support team has been absolutely exceptional. They genuinely take care to personalise their approach for every client. It's rewarding to work with a business that puts that extra level of care into supporting their customers.
Whether you are launching a new partner marketing program or looking to unlock more value from an established one, Adtraction helps brands build long-term growth through the right partners, proactive account management and continuous optimisation. Get in touch to see how partner marketing can help grow your business.
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Jul 20 2026
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