Speaking to The Spirits Business, Dawn Davies, head buyer at The Whisky Exchange has unveiled a revamped branding for The Whisky Exchange, Speciality Drinks, and Whisky.Auction.

Originally established by brothers Sukhinder and Rajbir Singh (now of Elixir Distillers), The Whisky Exchange is a major retailer that was acquired by Pernod Ricard in 2021. The sale was a package deal that also saw Pernod Ricard take ownership of the duo's distribution company, Speciality Drinks, alongside London Cocktail Week and Whisky.Auction.

The rebrand for The Whisky Exchange includes a new logo, updated colors, and a modern website refresh.

To reflect its close affiliation, Speciality Drinks is now called The Whisky Exchange Trade. While Whisky.Auction keeps its name, its branding has also been updated to showcase its complementary role alongside The Whisky Exchange and The Whisky Exchange Trade.

According to Davies, the initiative was led internally by The Whisky Exchange team, who successfully pitched the rebrand to Pernod Ricard for approval. The team then brought in an external design company to provide an unbiased view and ensure every retained original design element had a specific purpose and contributed meaningfully to the brand's story, avoiding mere nostalgia.

Design studio Otherway was appointed for the project, with the team spending three months learning about the trio of businesses, exploring the shops, the trade shows, and talking to customers.

Davies said: “Of course, we had to keep the lions, we had to keep all of that history because ‘Singh’ means ‘lion’, and we wanted that history and what Sukhinder and Rajbir built still very much reflected in who we are because it is our DNA. You should never forget your past; you should always use it and take it forward.”

The brand identity refresh introduced a new, lighter purple color scheme to complement the updated logo. Crucially, as part of this effort, The Whisky Exchange is rolling out fully recyclable paper bags for customers.

These bags use FSC-certified paper and a biodegradable laminate, ensuring they are both functional and environmentally friendly. They will be introduced in stores gradually as existing stock is depleted to prevent wastage.

The Whisky Exchange Trade now sports its own dedicated color scheme and a new logo, establishing a modern identity while maintaining a clear association with the main Whisky Exchange brand. The platform itself was significantly upgraded to offer enhanced user-friendliness and will soon be integrated directly into The Whisky Exchange's main website.

The Whisky Exchange Blog has also been reimagined as the ‘Inspiration Hub’. The space aims to have educational pieces will help consumers better understand and explore different categories.

Davies also shared a short description about The Whisky Exchange, penned by Otherway: “The Whisky Exchange is not just a store, it’s a destination, a world waiting to be explored, a place where you don’t just buy; you discover, you learn, you try events, masterclasses, auctions and more with bottles from every corner of the earth. From the finest single malts of the Scottish Highlands to the hidden mezcals of Oaxaca, this is a place where curiosity knows no bounds, where expertise and stories are shared, and appreciation is fuelled."

The rollout is expected across the coming months.

Kanpai!

88 Bamboo Editorial Team