Online Spirits Retailer The Whisky Exchange Acquired By Pernod Ricard

Pernod Ricard recently signed an agreement to acquire The Whisky Exchange, a leading spirits online and physical retailer and a reference for those who partake of global whisky and fine spirits.

Since its creation by Sukhinder and Rajbir Singh in 1999, The Whisky Exchange, based in the UK, has become one of the largest online drinks retailers, with a catalog of nearly 10,000 products.

The Whisky Exchange expanded its activities to on-trade supply and physical stores in the UK, with several shops in London. It’s also active in private sales and online auctions of rare spirits, two fast-expanding areas where The Whisky Exchange will team up with Pernod Ricard.

The Whisky Exchange

Pernod Ricard recently signed an agreement to acquire The Whisky Exchange, a leading spirits online and physical retailer and a reference for those who partake of global whisky and fine spirits. (image via screen grab)

Sukhinder and Rajbir Singh, founders of The Whisky Exchange, said in a prepared statement, “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.”

They continued, “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.”

Alexandre Ricard, chairman and CEO of Pernod Ricard, said that e-commerce is a key channel in their 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.”

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The Whisky Exchange will continue to operate with its current team and structure, Ricard noted, with Sukhinder and Rajbir Singh acting as joint managing directors.

The Whisky Exchange, founded in 1999, operates online as well as shops located in the heart of London at Covent Garden, Great Portland Street and London Bridge. The Whisky Exchange in numbers: 4,000 whiskies including 3,000 single malt Scotch whiskies; 400 Champagnes, 800 Cognacs and Armagnacs; 700 rums; 600 gins; 300 aperitifs; 400 Tequilas and mezcal; three shops.