Pernod Ricard to acquire The Whisky Exchange

Pernod Ricard to acquire The Whisky Exchange

Beefeater proprietor Pernod Ricard has agreed to purchase The Whisky Alternate to to boost its e-commerce progress and premium choices.

The Whisky Exchange
The Whisky Alternate was acquired by Pernod Ricard for an undisclosed sum

The Whisky Alternate was based in 1999 by Sukhinder and Rajbir Singh, and boasts a list of roughly 10,000 merchandise.

Pernod Ricard’s acquisition of the retailer was carried out for an undisclosed sum.

The Singh brothers commented: “After greater than 20 years constructing The Whisky Alternate, we’re delighted to be becoming a member of the Pernod Ricard household and dealing with them to take the enterprise to the following degree.

“The Whisky Alternate and our clients have all the time felt like a household, and we’re trying ahead to sustaining this ethos with a accomplice that shares our values.”

Since its institution, the spirits retailer has expanded to on-trade provide, non-public gross sales and auctions of uncommon spirits. Sukhinder lately offered a selection of old and rare miniatures at auction.

“Our mission stays the identical: to supply the best vary of whiskies and spirits from the perfect producers world wide, educate and interact with customers, and help the highest on-trade institutions across the UK,” the brothers added.

Pernod is aiming to satisfy client wants with the partnership, with a give attention to e-commerce progress and demand for premium spirits.

Alexandre Ricard, chairman and CEO of Pernod Ricard, defined: “E-commerce is a key channel in our long-term technique. We’re thrilled to work with trade pioneers resembling Sukhinder, Rajbir and the entire staff to carry The Whisky Alternate to a brand new step of its growth.”

Pernod Ricard will even help collaborations between The Whisky Alternate’s experience and its in-house platforms resembling Drinks & Co and Bodeboca.

The deal doesn’t embrace Speciality Manufacturers or Elixir Distillers, that are additionally owned by the Singh brothers.

Pernod Ricard lately gained a minority stake in Bumbu rum producer Sovereign Brands.

Leave a Reply

Your email address will not be published. Required fields are marked *

three × 4 =