A Festive Tale of Elves Gone Rogue
The Great Workshop Heist (AKA How We Got Here)
Here’s how it all began: Deep in snow-covered Lapland, Santa's workshop was doing its thing. Ribbons curling, bells jingling, elves bustling around like caffeinated Christmas cookies. But a certain group of mischievous elves were bored out of their candy-cane minds.
They dreamed bigger. Way bigger. Curating epic Christmas gift boxes. Assembling the world's most indulgent alcohol advent calendar. Perfecting gin gift sets and vodka gift sets that would make even Santa jealous. Finding the ultimate gifts for tequila lovers without needing thermal underwear. They wanted sparkle, sand, and a LOT more spirit(s).
So what did these magnificent troublemakers do? They staged the most perfectly chaotic coup in North Pole history. They tied up Santa (gently! with festive ribbon! they're not monsters!), swapped his sleigh for a hot-air balloon powered by pure fizz and festive energy, and set off for somewhere new.
They're relocating Xmas. To Dubai. To the DESERT.
Sand beneath their boots, sparkle in the air, and zero snow shovelling required. Best executive decision ever made.
Dubai, habibi, get ready! You're about to get a festive glow-up like you've never seen.
Meet Your New Festive Overlords (They Come Bearing Bottles)
These aren't Santa's usual sidekicks. Oh no. Each elf brought bottles, vibes, and enough personality to fill the Burj Khalifa. Together, they're turning the dunes into the most dazzling celebration of the season.
Now that you've met the gang, let's talk about what really matters: YOUR festive season and how they’re about to make it absolutely AMAZING.
Your Gifting’s Sorted (You're Welcome)
They’ve turned MMI into your go-to gifting destination. Trust me on this one, habibi: the elves have curated some serious treasure. Whatever you're shopping for, they’ve got you completely covered. Need a gin gift set for your G&T-loving pal? Sorted. Hunting for the best vodka to gift or premium vodka gift sets? Done. Looking for gifts for tequila lovers? Or need the best vodka to gift your cocktail-obsessed friend? The elves have raided the agave fields AND the vodka distilleries just for you.
We're talking limited-edition gift bags that look like they cost way more than they did, and beautifully crafted Christmas gift boxes that scream, "I put thought into this!" (even if you panic-bought it on a whim). From premium vodka gift sets to carefully curated gin gift sets that'll impress even the pickiest spirit snobs, the elves have thought of everything.
Discover the elves’ gift collection
But WAIT. The best is yet to come. The elves didn't travel 5,000 kilometres just to bring you Christmas gift boxes, habibi.
Behold… THE MERRY MISCHIEF ALCOHOL ADVENT CALENDAR
The absolute masterpiece of the season: a signature Alcohol Advent Calendar.
Twenty-four days of festive surprises, hand-picked by the elves themselves. Each door opens to reveal a new delight, a new spirit, a new excuse to celebrate. It's basically the countdown to Christmas, the elf-approved way.
AND: SIPS & SPILLS - THE MMI BOARD GAME
Because the elves didn't just come here to stack bottles and look cute (though they do), they brought chaos in board game form.
Journey through the elves' workshop. Climb candy cane ladders. Dodge naughty elves’ "accidental" spills. Complete ridiculous challenges. Answer deeply personal questions your friends will never let you live down. And discover SO many reasons to toast (and roast!) your fellow players.
Fair warning: this game guarantees questionable decisions, competitive trash talk, and memories you'll be laughing about (or apologising for) well into the new year.
Grab your crew, pour your spirits (or Jiminy's alcohol-free alternatives) and let the mischief begin.
PLUS: YOUR FESTIVE SURVIVAL GUIDE
Festive season panic is real, habibi. The elves know it. So they cornered MMI's top wine and spirits experts (some say interrogated, they say "enthusiastically interviewed") and compiled all their insider knowledge into one gorgeous handbook: Merry Mischief: The Magazine. That means gift ideas, cocktail recipes, pairing tips, and more! Everything you need to navigate the season like a pro. Consider it the elves' entire brain trust in print form.
Grab your digital copy of Merry Mischief: The Magazine here.
THEY'VE TAKEN OVER EVERY STORE
When the elves said takeover, they meant it. Every single MMI store has been transformed into a festive wonderland from floor to ceiling. I’m talking revamped décor, expert staff ready with spot-on recommendations and pairing suggestions (the elves trained them personally), plus in-store tastings to help you discover new favourites. No store left behind. The mischief is everywhere, habibi.
OH, AND COCKTAIL MAYHEM AT SWINGERS!
Why limit themselves to MMI stores? Dubai’s their new playground! Cosmo & Tini, the glam twins armed with shakers and a collection of fabulous shoes, convinced Travis Kuhn, Master Mixologist at the MMI Bar Academy, to create extra-indulgent festive cocktails. These aren't your average seasonal sips. Travis doesn't mess around, and neither do those two troublemakers. Fair warning: you might cancel all other plans once you taste these. On their menu from 22nd November till the New Year.
MMI CHEERS CLUB, THIS ONE'S FOR YOU
MMI Cheers Club members, listen up: the elves have something EXTRA special planned just for you:
Watch out for exclusive surprises dropping throughout the festive season, first dibs on limited-edition Christmas gift boxes, members-only treats, and perks that'll make you feel like you've got your own personal elf handling your wishlist.
Not a member yet? What are you even doing? No offence, but it’s high time: join the club, start earning Corks with every purchase, and unlock rewards faster than Bubbly Bella can pop a cork (and that's FAST). Your festive season just got a serious upgrade, habibi.
Get Your Mischief On
So here's where we're at: Santa's tied up (safely! comfortably!), the elves have taken over Dubai, and the festive season is about to be LIT.
Whatever you're celebrating, whether it's a Bubbly Bella champagne toast, a Grandma Casky whisky night, or a Jiminy Jingle mocktail moment, there's an elf (and a bottle) with your name on it at MMI.
Visit us in store or order through the MMI Cheers Club App. Stock up on Christmas gift boxes, grab your Alcohol Advent Calendar, snag that board game and the perfect gin gift set, and get ready for a festive season that's equal parts merry and mischievous.
Santa's out. The elves are in. Dubai's about to GLOW.
Merry Mischief to all, and to all... may your spirits be high and your hangovers be low.
P.S. The elves promised they'd untie Santa after New Year's. Probably.
Celia Rime
The Storyteller. Part word witch, part curious sipper, Celia brews stories to keep your glass (and your mind) topped up.