DB Awards 2016: a report on the winners

Online Retailer of the Year

Whisky Exchange

Sukhinder Singh and Dawn Davies (right) from The Whisky Exchange

Winner: The Whisky Exchange

One of the early pioneers of online drinks retailing, The Whisky Exchange has become a well-recognised and respected outlet for whisky lovers keen to track down both high-end and rare whiskies and luxury spirits. Far from an “off-the-shelf e-commerce model”, its website was commended by judges for being easy to navigate, attractive and for offering added value at every turn.

Attracting 10.2 million users in 2015, its website’s 10,000-strong online selection of whiskies and spirits is the biggest in the UK, if not the world. It already offers at-a-glance notes on whiskies, helping to take the guesswork out of buying a whisky. However as part of its bid to replicate the consumer “in-store experience” online, this year it will go a step further by placing whiskies into various “flavour camps”, helping customers find brands or distilleries they like and help them to discover other whiskies made in a similar style. Demonstrating further added value, consumers can also take advantage of a bottle-engraving service on a wide range of products, with a live preview showing how it will look. This service is delivered seamlessly across all devices.

The retailer’s success online has contributed to a 10% increase in sales in the past year – a testament to the team’s efforts to create a website that fulfils the demands of its customers.

The shortlist:

  • Laithwaites Wine
  • Master of Malt
  • The Whisky Exchange
  • Virgin Wines

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