Pernod Ricard, the world’s second-largest wine and spirits seller, has announced it will acquire The Whisky Exchange; eyeing up the opportunities to grow in e-commerce.
Founded by Sukhinder and Rajbir Singh in 1999, The Whiskey Exchange has built itself into one of the biggest online drinks retailers, with a catalogue of around 10,000 products across whisky, spirits, wine and beer.
With several shops now in London, The Whiskey Exchange has expanded its activities to physical shops with Pernod Ricard noting the company’s activities in private sales and online auctions of rare spits, two fast-expanding activities both brands hope to develop innovative synergies around.
“This acquisition is in line with Pernod Ricard’s consumer centric strategy of meeting new consumer needs expectation, in a context of solid e-commerce growth and strong demand for premiumisation,” said the company in a statement.
“Pernod Ricard will leverage synergies between The Whiskey Exchange’s experts and its in-house platforms.”
The alcohol giant isn’t alone in boosting its e-commerce presence, earlier this year, Moet Hennessy and Campari Group announces and ecommerce joint venture in the European wine and spirits space.