Pernod Ricard acquires The Whisky Exchange


Drinks giant Pernod Ricard has acquired online spirits retailer The Whisky Exchange, for an undisclosed sum.

Since launching in 1999, The Whisky Exchange has a portfolio of around 10,000 products and has expanded its activities to on-trade supply and physical stores in the UK.

As part of the acquisition, The Whisky Exchange will develop innovative synergies with Pernod Ricard and will focus on solid e-commerce growth and strong demand for premiumisation, according to the company.

The drinks retailer revealed it will leverage synergies between The Whisky Exchange’s expertise and its in-house platforms such as Drinks&Co and Bodeboca.

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“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 Group founders Sukhvir and Rajbir Singh said.

“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”.

The Whisky Exchange will continue to operate with its current team and structure, with Sukhinder and Rajbir managing the business as joint managing directors.

Pernod Ricard chairman and chief executive officer Alexandre 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“.

The closing of the transaction is subject to customary conditions.

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