londonbased indianorigin entrepreneur brothers sukhinder and rajbir singh have agreed the sale of their spirits retail business to french beverages major pernod ricard the whisky exchange founded by them in 1999 is one of the uks largest online spirits retailers specialising in whiskies and fine spirits with a catalogue of over 10000 products the family business also has three shops located in the heart of london at covent garden great portland street and london bridge 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 brothers said in a statement on tuesday advt 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 ontrade establishments around the uk they said the whisky exchange will continue to operate with its current team and structure with sukhinder 53 and rajbir 49 managing the business as joint managing directors the business grew out of their parents wine and spirit store in west london and now counts 4000 whiskies including 3000 single malt scotch whiskies 400 champagnes 800 cognacs and armagnacs 700 rums 600 gins 300 aperitifs 400 tequilas and mezcal among its catalogue pernod ricard said closing of the transaction to acquire the whisky exchange is subject to customary conditions ecommerce is a key channel in our longterm 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 said alexandre ricard chairman and ceo of pernod ricard the whisky exchange is dubbed an omnichannel player expanding its activities to ontrade supply and physical stores in the uk it is also active in private sales and online auctions of rare spirits two expanding activities which are set to be further developed with pernod ricard advt the french company said the acquisition is in line with pernod ricards consumer centric strategy of meeting new consumer needs and expectations in a context of solid ecommerce growth and strong demand for premiumisation pti published on sep 23 2021 at 0322 pm ist telegram facebook copy link be the first one to comment comment now comments comment now read comment 1 all comments post post find this comment offensive choose your reason below and click on the submit button this will alert our moderators to take actions reasons for reporting foul language defamatory inciting hatred against a certain community out of context spam others report join the community of 2m industry professionals subscribe to our newsletter to get latest insights analysis download etretail app get realtime updates save your favourite articles scan to download app pernod ricard