Pernod Ricard has agreed to acquire The Whisky Exchange, the London-based online and physical retailer that is a reference for global whisky and fine spirits lovers.

Since its creation by Sukhinder and Rajbir Singh in 1999, The Whisky Exchange has become one of the biggest, most successful online drinks retailers, with a catalogue of 10,000 products.

The Whisky Exchange is also active in private sales and online auctions of rare spirits.

Sukhinder and Rajbir Singh said in a joint 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”.

Pernod Ricard chairman and CEO Alexandre 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 Whisky Exchange will continue to operate with its current team and structure, with Sukhinder and Rajbir Singh managing the business as joint managing directors.

The closing of the transaction is subject to customary conditions.