French distillery giant Pernod Ricard is living up to its goal of creating “consumer centric strategy of meeting new consumer needs and expectations in a context of solid e-commerce growth” in a huge way by buying The Whisky Exchange.

Created in 1999 by Sukhinder and Rajbir Singh, The Whisky Exchange has a catalogue of around 10,000 products, maintaining three brick and mortar stores in London, as well as having an award-winning e-commerce operation.

Pernod Ricard said that e-commerce was a key channel in its long term strategy. Neither The Whisky Exchange or Pernod Ricard disclosed the amount of the sale.