Leading global online auction platform Whisky.Auction has launched a refreshed brand identity, aligning its visual presence with sister company The Whisky Exchange. The new logo and platform visuals went live on Wednesday, February 25, 2026, at 11:00 GMT.
The rebrand follows The Whisky Exchange’s own visual overhaul in October 2025. Both businesses operate under the Speciality Drinks Ltd umbrella, which also rebranded its wholesale arm from Speciality Drinks to The Whisky Exchange Trade in autumn 2025.
While the platform’s appearance has changed, its core functionality remains intact. The auction site’s features were built in-house over nearly 11 years of operation, shaped by ongoing customer feedback.
What Will Whisky Look Like in 2027? Voices from Whisky Live Paris
READ THE STORYGemma de Jesus, head of Whisky.Auction, said: “In our 10, almost 11, years as a trusted online auction platform for whisky, spirits and fine wine we have focused on building the best website in terms of functionality for our customers.”
“Now it’s time to work closer with our sister company The Whisky Exchange to share expertise and to help our customers to source the best spirits to complete their collections, while still providing industry-leading services for both buyers and sellers,” de Jesus added.
Customers accessing the March auction preview will notice new colors and a slightly revised layout designed to make search functions easier to select. The team handling bottle intake and listing, the lot layout, and the live auction functionality will all remain unchanged.
Trending Content
De Jesus explained the philosophy behind the platform’s design: “From the very beginning of Whisky.Auction, as a platform founded by a well-known whisky collector and user of whisky auctions, we have built an intuitive platform that allows each customer, whether buyer or seller, to use the site with minimum clicks and a clear format.”
“This won’t be changing and we’ll be looking forward to feedback from our loyal customers on their thoughts once they have had time to use the new website,” she continued.
The refreshed branding will also be on display at several upcoming industry events. Whisky.Auction plans to exhibit at The Whisky Event, The Scottish National Whisky Festival, and The Whisky Show in London and Scotland.
The online whisky auction market has grown significantly in recent years, driven by rising collector interest and increasing global demand for rare and aged spirits. Platforms like Whisky.Auction compete in a space that includes Scotch Whisky Auctions and Whisky Auctioneer, as the secondary market for premium spirits continues to expand.
