By Scott Wright

PERNOD Ricard has acquired one of the UK’s biggest online spirits retailers as it targets further growth in the e-commerce sector.

The owner of Scotch whisky distiller Chivas Brothers has acquired The Whisky Exchange from Sukhinder and Rajbir Singh, who established the company in 1999.

The Whisky Exchange, which has a catalogue of around 10,000 products, was hailed by Pernod yesterday as a “truly omni-channel player”. It operates a range of shops in London, supplies the on-trade directly and carries out private sales and online auctions in addition to its activity online.

In a statement, Pernod noted that The Whisky Exchange would continue to operate with its current team and structure, with Sukhinder and Rajbir Singh running the business as joint managing directors.

Alexandre Ricard, chairman and chief executive of Pernod Ricard, said: “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.”

Sukhinder and Rajbir Singh said in the statement: “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.”

Earlier this year, the Singh brothers secured planning permission from Argyll & Bute Council to build a new Scotch whisky distillery on Islay.