Pernod Ricard has announced the acquisition of The Whisky Exchange, one of the world’s most famous online spirits retailers and a reference for global whisky and fine spirits lovers. 

It follows Moët Hennessy and Campari Group forming of a 50/50 joint venture in July to advance their global e-commerce strategy, as drinks companies turn their focus to selling online following the upheavals of COVID-19.

Since its creation by Sukhinder and Rajbir Singh in 1999, The Whisky Exchange, based in the UK, has become one of the biggest, most successful online drinks retailers, with a catalogue of circa 10,000 products. It has also expanded its activities to on-premise 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. 

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”. 

Alexandre Ricard, Chairman and CEO of Pernod Ricard, added: “E-commerce 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“. 

Ricard noted in Pernod Ricard’s 2021 Annual Report that he was focused on digital acceleration, marketing transformation and acquisition of “gem” brands.

Pernod Ricard has also invested in on-demand delivery startup Glovo, which enables the consumer to order groceries and drinks via a mobile app and have them delivered in less than an hour. Additionally, it continues to grow its own e-commerce channel – Drinks&Co marketplace – to connect consumers, suppliers and brands with a catalogue of over 100,000 curated wine and spirit products, including products complementary to the Pernod Ricard portfolio.

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.

Whisky Exchange founder sells miniatures collection

Sukhinder Singh sold more than 400 bottles from his collection of whisky miniatures at auction earlier this month, with

A tiny, 5cl bottle of Springbank Scotch single malt whisky distilled in 1919 sold for a record £6,440 , with the full collection reaching a total amount of £56,732.95 after commission.

Sukhinder gathered his collection of miniatures during the 1980s, ‘90s and 2000s, but recently decided to sell a large proportion of his collection to make room for future purchases.