The Whisky Exchange announced a new look for its ecosystem of drinks businesses under The Whisky Exchange portfolio.

The new branding will see the shops, events, auction, own-label bottlings and trade arm evolve into a striking new identity that embodies everything The Whisky Exchange stands for – referencing its history, and building on the passion of its staff, suppliers and, above all, its customers. 

The company will still be the same at heart, continuing to make the hard-to-find easy to find and inspiring a deeper appreciation of the world’s spirits, but under a new look that will unite its whole community of curious whisky and spirits connoisseurs and enthusiasts, whether they’re looking for the next new release, seeking out rare bottlings through the auction platform, or buying for their specialist back bar. 

Perhaps the biggest branding change will be the introduction of The Whisky Exchange Trade, previously known as Speciality Drinks. Well respected in London and the UK for supplying and supporting the best bars and hospitality venues, The Whisky Exchange Trade will continue to bring the same ethos and great service to its trade partners, including its market-leading educational offerings, its 24-hour ordering service and its hands-on account management and expertise, but bringing it closer in line with its well-known sister company in order to streamline customer experience. 

In a news release, Natalie Tennent, Managing Director for The Whisky Exchange, said: “This exciting new look for The Whisky Exchange will bring us into a new era as a business, ensuring that what The Whisky Exchange stands for and how the whole ecosystem fits together makes more sense for our customers, whether it’s those that shop online or in-store, our event attendees or our customers in the trade. It will allow us to move forward as a collective continuing our mission to be the world’s leading curator of fine spirits.”

Changes to the businesses will roll out gradually over the coming months, with the website changing from today (8 October), the shops moving to the new look from November, and Whisky.Auction following suit in early 2026. 

Tennent continued, “Most importantly for our customers during these changes, we want to reassure that each part of the business will continue to bring the passion, excitement and curiosity through its customer experience, market leading product and educational offering, whether that’s online, in-store or at an event, because we all firmly believe that the more you know, the better it tastes.”

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About The Whisky Exchange

The Whisky Exchange is a specialist online retailer for whisky and fine spirits, with three London shops, a raft of flagship shows and events, a specialist auction platform and a wholesale arm supplying the best bars, restaurants, hotels and luxury retailers in the UK. Originally founded in 1999 by Sukhinder and Rajbir Singh, The Whisky Exchange serves a global community of whisky drinkers, fuelled by a passion for discovering and collecting, and includes an award-winning curated selection of Old & Rare, own-label and exclusive whiskies and spirits.