Global spirits retailer The Whisky Exchange has unveiled a new loyalty programme called Friends of The Whisky Exchange, offering members exclusive bottlings, early product access, quarterly rewards and discounts. The scheme launched on Tuesday, March 31, for existing newsletter subscribers, with wider availability for all customers beginning mid-April.
The digital-first programme arrives six months after the retailer debuted a refreshed brand identity. The Whisky Exchange said it developed the scheme following direct consultation with its customer base.
Friends of The Whisky Exchange will be open to customers worldwide who have made a purchase via the retailer’s website. Notably, the company has opted for an opt-in model rather than automatic enrollment.
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Laura Elleray, CRM manager for The Whisky Exchange, said: "The Whisky Exchange has always been, first and foremost, about providing great service to the drinks community. The company was founded by a very well-known whisky lover, and over the years we’ve bought exclusive releases and experiences to our customers."
Elleray added: "Friends of The Whisky Exchange will reward our customers for their continued partnership and trust in us to bring them the best the whisky, fine wine and spirits world has to offer."
Members will enjoy early access to products alongside a quarterly reward. The programme also includes exclusive content and the opportunity to provide feedback and suggestions on new products and exclusives.
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READ THE STORYCustomers looking to sign up will be able to do so via an invitation email or through the checkout process from April 15. An in-store enrollment option is expected to follow.
The Whisky Exchange, founded by Sukhinder Singh in 1999, has grown into one of the world’s largest online spirits retailers. The London-based company operates multiple retail locations and stocks thousands of products spanning whisky, rum, gin, Tequila, Cognac, fine wine and beyond.
In 2021, Pernod Ricard acquired The Whisky Exchange, integrating the retailer into its global portfolio. The acquisition underscored the growing importance of direct-to-consumer channels within the spirits industry, a trend that has only accelerated in the years since.
The loyalty programme represents the retailer’s latest effort to deepen engagement with its global customer base amid increasing competition in the online spirits retail space.
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