Pernod Ricard buys UK online spirits seller Whisky Exchange

© Reuters/Christian Hartmann FILE PHOTO: Bottles of the Ricard aniseed-flavoured alcoholic drink

PARIS (Reuters) – French drinks company Pernod Ricard said on Tuesday it has signer a deal to buy Whisky Exchange which specialises in on-line sale of spirits, as part of its e-commerce expansion strategy.

Pernod Ricard did not disclose the financial details of the deal. Whisky Exchange was founded in 1999 in Britain by Sukhinder and Rajbir Singh.

“E-commerce is a key channel in our long-term strategy,” Pernod Ricard chairman and CEO Alexandre Ricard said in a statement.

(Reporting by Matthieu Protard; editing by Jason Neely)

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