Pernod Ricard signed today an agreement to sell the Tormore Scotch Whisky brand and distillery to Elixir Distillers, a company co-founded by entrepreneurs Sukhinder and Rajbir Singh.
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. 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.
The agreement marks a new milestone in a strong relationship between Pernod Ricard and the Singh brothers, who co-founded whisky specialist Elixir Distillers in 2017 and created the leading online spirits retailer “The Whisky Exchange”, which was acquired by Pernod Ricard in 2021.
Alexandre Ricard, Chairman and CEO of Pernod Ricard, stated:
“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 explained:
“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."
About Elixir Distillers
Founded by Sukhinder and Rajbir Singh, Elixir Distillers is a creator, blender and bottler of fine spirits, combining delicious, characterful liquid with beautiful design. Their expertise is Scotch whisky and rum but they also work with Japanese whisky, tequila and other spirits. Their core brands include Port Askaig, Elements of Islay, Single Malts of Scotland and Black Tot which they export to more than 30 international markets around the world. They are building a new distillery on Islay, Portintruan, which is due to open in 2024.
Elixir Distillers contact
Chris Maybin email@example.com +44 (0) 74 69 88 91 94
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About pernod ricard
Pernod Ricard is the world’s No 2 in wines and spirits with consolidated sales of €8,824 million in FY 2021. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008).
Pernod Ricard, which owns 16 of the Top 100 Spirits Brands, holds one of the most prestigious and comprehensive brand portfolios in the industry, including: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute, and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo, and Kenwood wines.
Pernod Ricard’s brands are distributed across 160+ markets and by its own salesforce in 73 markets. The Group’s decentralised organisation empowers its 18,500 employees to be true on-the-ground ambassadors of its vision of “Créateurs de Convivialité.” As reaffirmed by the Group’s strategic plan, “Transform and Accelerate,” deployed in 2018, Pernod Ricard’s strategy focuses on investing in long-term, profitable growth for all stakeholders.
The Group remains true to its three founding values: entrepreneurial spirit, mutual trust, and a strong sense of ethics, as illustrated by the 2030 Sustainability and Responsibility roadmap supporting the United Nations Sustainable Development Goals (SDGs), “Good times from a good place.” In recognition of Pernod Ricard’s strong commitment to sustainable development and responsible consumption, it has received a Gold rating from Ecovadis. Pernod Ricard is also a United Nations’ Global Compact LEAD company. Pernod Ricard is listed on Euronext (Ticker: RI; ISIN Code: FR0000120693) and is part of the CAC 40 and Eurostoxx 50 indices.