Benriach Debuts New Digital Storefront

Several bottles of Benriach scotch whisky. (Image via Benriach Distillery)

Thirstie, an e-commerce provider for alcohol brands, announced its partnership with Benriach Single Malt Scotch Whisky by launching its store for U.S. consumers to purchase whisky online.

Benriach is the first brand within Brown-Forman’s prestigious spirits portfolio to have a branded online shopping experience in the U.S. Since Thirstie’s launch in 2016, the company has built a reputation of showing a strong commitment to compliance, enabling a three-tier compliant branded e-commerce solution for beverage alcohol suppliers.

The technology, built by Thirstie, uses a retail algorithm that determines product availability based on pricing set by retail partners and tax calculations based on the market.

“e-Commerce within the spirits industry is rapidly growing, as adult consumers continue to shop online,” Laura Petry, VP group brand director – emerging brands, said in a news release. “At Brown-Forman, we are the champion of consumers, shoppers, customers, and trade. They are at the heart of everything we do. When looking for a partner to deliver a branded e-commerce experience, it was critical to find a solution that delivers a compliant experience and adheres to the regulations within beverage alcohol. We are excited to partner with Thirstie to launch our Benriach branded storefront within the US.”

Benriach, a distillery based in Speyside, Scotland, is part of Brown-Forman’s single malt scotch whisky brands crafted under the guidance of Master Blender Rachel Barrie. Benriach’s new digital storefront will enable U.S. customers to purchase the brand’s range of whiskies delivered.

“We are excited for Thirstie’s partnership with Benriach coming to life with the launch of the online storefront,” Thirstie’s CEO and co-founder, Devaraj Southworth, said. We certainly share a like-minded approach in paving the way for digital transformation in the spirits industry while respecting the foundational principles our sector was established on.”

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