Pernod Ricard sells Tormore Scotch Whisky to Elixir

Pernod Ricard has agreed to sell the Tormore Scotch Whisky brand and distillery to Elixir Distillers, a company co-founded by entrepreneurs Sukhinder and Rajbir Singh.

The agreement marks a new milestone in the relationship between Pernod Ricard and the Singh brothers, who co-founded whisky specialist Elixir Distillers in 2017 and created the online spirits retailer The Whisky Exchange, which was acquired by Pernod Ricard in 2021.

“The Tormore distillery is emblematic of the Speyside region, home of the Scottish malt whisky industry, with a capacity of nearly 5 million liters of alcohol per annum,” said Pernod Ricard.

“A listed building, constructed in 1960, it is equally famous for the quality of its Scotch whiskies as for its architectural design.

“The associated brand is renowned for its single malts, including its 14 and 16 year-old editions.”

Pernod Ricard CEO Alexandre Ricard said: “Active portfolio management is an integral part of our long-term strategy.

“The sale of the Tormore brand and distillery follows the recent announcement of our investment behind the Aberlour and Miltonduff facilities, which will increase our Scotch production capacities by 14 million liters of alcohol per annum.

“We are delighted to be handing Tormore over to Sukhinder and Rajbir, two friends and truly creative entrepreneurs and look forward to finding new ways to collaborate in the future.”

Sukhinder Singh said: “Tormore is one of the most visually stunning distilleries in Speyside.

“It produces a beautiful spirit and fits in perfectly with the Elixir Distillers flavour-first philosophy to bottle only the very highest quality whiskies.

“We are hoping to build on the work that’s been done by Pernod Ricard to bring to life the magic of Tormore and show consumers around the world just what a hidden gem it is.

“We are humbled to be the new custodians of Tormore; we couldn’t have asked for a better distillery to welcome to the Elixir family alongside our new Islay distillery, Portintruan.”

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Mark McSherry
Dalriada Media LLC sites are edited by veteran news journalist Mark McSherry, a former staff editor and reporter with Reuters, Bloomberg and major newspapers including the South China Morning Post, London's Sunday Times and The Scotsman. McSherry's journalism has also appeared in The Washington Post, The Guardian, The Independent, The New York Times, London's Evening Standard and Forbes. McSherry is also a professor of journalism and communication arts in universities and colleges in New York City. Scottish-born McSherry has an MBA from the University of Edinburgh and a Certificate in Global Affairs from New York University.