French alcoholic drinks producer Pernod Ricard has agreed to acquire The Whisky Exchange, a UK-based spirits online and physical retailer, for an undisclosed price.

Created by the duo of Sukhinder Singh and Rajbir Singh in 1999, The Whisky Exchange has a catalogue of nearly 10,000 products.

The Whisky Exchange is said to have grown its activities to on-trade supply and physical stores in the UK, with several shops in London. The online spirits retailer is also engaged in private sales and online auctions of rare spirits.

Sukhinder Singh 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.”

According to Pernod Ricard, the acquisition of The Whisky Exchange aligns with its consumer centric strategy of addressing new consumer requirements and expectations.

Pernod Ricard said that it will make use of synergies between the expertise of The Whisky Exchange and its in-house platforms such as Bodeboca and Drinks&Co.

Alexandre Ricard — Chairman and CEO 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.”

The closing of the deal is subject to customary conditions.

  Alexandre Ricard, Drinks acquisition news, Pernod Ricard, Rajbir Singh, Sukhinder Singh, The Whisky Exchange, United Kingdom