Whisky.Auction unveils new look
Online platform Whisky.Auction has undergone a rebrand, though its functionality remains the same.
The new look for Whisky.Auction follows its sister platform The Whisky Exchange’s rebrand in October last year.
The refresh includes a new logo, platform visuals and new colours, as well as a slightly new layout, which the team said would make search functions easier to select.
The website’s functionality, however, built in-house by the The Whisky Exchange team from 10 years of customer feedback, has not changed.
The team noted the rest of Whisky.Auction would stay the same, from the team who receive and list the bottles to the layout of lots and function of the live auction.
Gemma de Jesus, head of Whisky.Auction, said: “In our 10, almost 11, years as a trusted online auction platform for whisky, spirits and fine wine we have focused on building the best website in terms of functionality for our customers.
“Now it’s time to work closer with our sister company The Whisky Exchange to share expertise and to help our customers to source the best spirits to complete their collections, while still providing industry-leading services for both buyers and sellers.”
Whisky.Auction’s new look is part of a move to align the businesses under the Speciality Drinks Ltd umbrella, following their acquisition by Pernod Ricard. As part of this, Speciality Drinks became The Whisky Exchange Trade towards the end of 2025.
De Jesus added: “From the very beginning of Whisky.Auction, as a platform founded by a well-known whisky collector and user of whisky auctions, we have built an intuitive platform that allows each customer, whether buyer or seller, to use the site with minimum clicks and a clear format.
“This won’t be changing and we’ll be looking forward to feedback from our loyal customers on their thoughts once they have had time to use the new website.”
The refreshed branding will appear at upcoming shows The Whisky Event, The Scottish National Whisky Festival and The Whisky Show, where Whisky.Auction will be exhibiting.
Whisky.Auction turned 10 last year and marked the occasion with the release of its 10th anniversary report, which showed a correction is still taking place in the secondary spirits market.
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