This year, MMI is ditching tradition and unleashing pure Christmas chaos with the launch of “Merry Mischief,” a festive takeover led by a rebellious squad of elves who’ve staged an all-out mutiny in Santa’s workshop and relocated the magic straight to the Dubai desert. From limited-edition gifts to immersive in-store experiences, cocktail mayhem, and even a boozy board game, MMI’s elves are officially making this holiday season one for the books — sparkly, silly, and spectacular in all the right ways.
A Bigger, Better, And Far More Mischievous Advent Calendar
These elves don’t hide candy — they hide 24 mini bottles of premium spirits behind tiny doors, featuring brands like Moët & Chandon, Bombay Sapphire, Absolut, Bottega Gold, Jameson and more. Available exclusively on the MMI Cheers Club App until 7 November, then across stores while stocks last.
Sips & Spills — The Board Game Nobody Asked For But Everyone Will Play
Forget Snakes & Ladders. This limited-edition MMI board game, available in-store and via MMI Home Delivery, puts players of legal drinking age on a chaotic journey up candy cane ladders while dodging naughty elf traps and completing spirited challenges.
Merry Mischief: The Festive Magazine
Stressed about what to gift? What to serve? Where to go? MMI has created its own mischievous (but extremely helpful) holiday guide, packed with wine-and-spirit recommendations, expert hosting tips, and gifting ideas for everyone — even “the impossible-to-shop-for person.”
Read it here: https://onelink.to/festivebook
A Festive Wonderland In Every MMI Store
Walk into any MMI location this season and expect full elf-mode:
- Immersive décor
- In-store tastings & activities
- Expert, WSET-certified staff ready to guide your picks
Every store becomes a festive playground, packed with gifts, limited editions, and personalised packaging options.
Cocktail Mayhem At Swingers, Bluewaters Island
The elves insisted on an after-party — naturally. Until 31 December, Swingers will serve indulgent festive cocktails crafted by Travis Kuhn, Master Mixologist at the MMI Bar Academy. Expect creative twists, bold flavours, and plenty of mischief in every glass.
Festive Convenience Delivered Straight To Your Door
Can’t get to the store? No problem — the elves have wheels.
MMI Home Delivery offers:
- The full product range
- Gift wrapping & personalised packaging
- Fast UAE-wide delivery
- Festive-themed vans spreading cheer citywide
MMI Cheers Club App: Where Mischief Meets Rewards
Members enjoy:
- Exclusive offers
- Double Corks on first purchase
- Tailored recommendations
- Fast ordering from home
It’s basically an elf in your pocket — but a helpful one.
What MMI Says
“This festive season, we wanted to create something truly magical and uniquely Dubai,” says Tyrone Reid, CEO of MMI and Emirates Leisure Retail. The result? A playful, premium, full-blown festive celebration that spans gifts, experiences, digital perks, and more.
The Gulf Buzz Take
MMI’s elves have turned the city into a mischievous playground, mixing premium sipping, gifting brilliance, and pure festive fun. Whether you’re shopping, celebrating, or entertaining, Merry Mischief is the festive glow-up we didn’t know we needed.
