Pernod Ricard today announced that it has signed an agreement to acquire The Whisky Exchange, a leading spirits online and physical retailer and a popular reference for global whisky and fine spirits lovers.
Since its creation by entrepreneurs Sukhinder and Rajbir Singh in 1999, UK-based The Whisky Exchange has become one of the biggest and most successful online drinks retailers, boasting a catalogue of some 10,000 products.
Pernod Ricard noted that The Whisky Exchange has been a pioneer in many innovative services and has become a truly omnichannel player, expanding its activities to on-trade supply and physical stores in the UK, with several award-winning shops in London. It is also active in private sales and online auctions of rare spirits, two fast-expanding activities on which the platform will develop innovative synergies with Pernod Ricard.
The French drinks company said that the acquisition is in line with its consumer-centric strategy of meeting new consumer needs and expectations, in a context of solid ecommerce growth and strong demand for premiumisation. Pernod Ricard will leverage synergies between The Whisky Exchange’s expertise and existing in-house platforms such as Drinks&Co and Bodeboca.
Sukhinder and Rajbir Singh said: “After more than 20 years building The Whisky Exchange, we are delighted to be joining the Pernod Ricard family and working with them to take the business to the next level. The Whisky Exchange and our customers have always felt like a family, and we are looking forward to maintaining this ethos with a partner that shares our values. Our mission remains the same: to offer the finest range of whiskies and spirits from the best producers around the world, educate and engage with consumers, and support the top on-trade establishments around the UK.”
Pernod Ricard Chairman and CEO Alexandre Ricard stated: “Ecommerce is a key channel in our long term strategy. We are thrilled to work with industry pioneers such as Sukhinder, Rajbir and the whole team to bring The Whisky Exchange to a new step of its development.”
The Whisky Exchange will continue to operate with its current team and structure, with Sukhinder and Rajbir Singh managing the business as joint Managing Directors. The closing of the transaction is subject to customary conditions.
Note: Alexandre Ricard is a keynote speaker on day 2 (12 October) of the Virtual Travel Retail Expo (11-15 October).
About The Whisky Exchange
The Whisky Exchange was founded in 1999, and has since grown to be the internet’s number-one specialist retailer of whisky and other spirits, serving thousands of satisfied customers every week.
The company currently stocks nearly 3,500 whiskies, of which about 2,300 are single malt Scotch whiskies, with 250 bourbons and Tennessee whiskies and the remainder made up of blended Scotch, grain, Irish, Japanese and other whiskies from countries including Wales, South Africa, India, Sweden and Australia.
In addition to this, there are more than 500 rums, around 400 vodkas, more than 550 Cognacs/Armagnacs, 400 gins, 150 Tequilas and nearly 1,000 specialist liqueurs are on offer.
