Tuesday, September 21, 2021


Pernod Ricard, has today announced that is to acquire leading online spirits retailer The Whisky Exchange.

Launched in 1999 by brothers Sukhinder and Rajbir Singh, The Whisky Exchange has become one of the biggest, most successful online drinks retailers. It also has three physical stores in London, located at Great Portland Steet, Covent Garden and London Bridge.

Pernod Ricard to acquire The Whisky Exchange

The acquisition is said to be in line with Pernod Ricard’s consumer centric strategy of meeting new consumer needs and expectations, and will also complement and work alongside its existing in-house platforms.

As part of the sale, Pernod Ricard will also acquire Speciality Drinks, Whisky.Auction and The Whisky Exchange’s portfolio of events, which include The Whisky Show.

The Whisky Exchange, which currently has a catalogue of over 10,000 products, is also active in private sales and online auctions of rare spirits, two fast-expanding activities on which The Whisky Exchange will also develop innovative synergies with Pernod Ricard.

Commenting on the news, 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”.

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.

Posted by Steve Rush