Pernod Ricard to sell Tormore whisky brand to Elixir Distillers

Pernod Ricard has signed an agreement to sell its Tormore Scotch whisky brand and distillery to premium spirits producer, Elixir Distillers.

Located in Advie, Scotland, the Tormore distillery produces Scottish malt whisky with a capacity of nearly 5 million litres of alcohol per year.

The facility, which was constructed in 1960, is an A-listed building and is known for its single malts, including 14- and 16-year-old editions.

Elixir Distillers was co-founded by entrepreneurs Sukhinder and Rajbir Singh in 2017, who also created the online spirits retailer, The Whisky Exchange, acquired by Pernod Ricard in 2021.

Alexandre Ricard, chairman and CEO of Pernod Ricard, said: “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 litres of alcohol per annum.”

He continued: “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”.

Financial terms of the deal were not disclosed.