IN CONVERSATION WITH NICOLAS OUDINOT
Direct to consumer
New York, USA
In recent years, we’ve been investing strategically in Direct-to-Consumer, both internally and through acquisitions - most recently the acquisition of The Whisky Exchange, one of the most successful players in the industry. In 2022, we further bolstered our strengths in this area by creating a new Direct-to-Consumer (D2C) business unit.
We sat down with Nicolas Oudinot, our Direct-to-Consumer CEO, to explore the thinking behind this Business Unit which is focused on delivering premium products and experiences directly to final consumers.
Q: What makes this business unit distinctive within the Group?
A: The starting point is Direct-to-Consumer, but it is also digital native, focused on fine and rare spirits, and fully multibrand, going beyond the boundaries of the Group.
Q: What’s your ambition for this new business unit?
A: We’re going to create a global leader of Direct-to-Consumer and niche B2B distribution of rare and fine spirits. Our aim is to anchor our positioning as a true destination for connoisseurs, a preferred partner for fine spirits producers, and an industry authority.
We have an exceptional team, with unbeatable knowledge and passion for discovering extraordinary products and sharing them with amateurs.”
As of FY24, we’ll start scaling up The Whisky Exchange across all the dimensions of its business model - online, stores, auctions, specialty B2B distribution and events - while reinforcing its unparalleled capacity to source exceptional whiskies and spirits around the world and from outside the Group, and sell them to the most demanding spirits experts.
As a clear leader in Spain, Bodeboca will continue sharpening its competitive edge through its ability to select and sell fine wines and Super Premium+ spirits to a community of loyal wine and spirits lovers. We’ll also keep developing our Drinks&Co flagship in Paris, building innovative and exciting drinking experiences around a curated selection of niche and exclusive spirits.
Q: What’s different about The Whisky Exchange?
A: It’s a unique and multifaceted ecosystem, comprised of a world-class website with 10,000 spirits in catalogue, three shops in London, four tradeshows, a leading speciality wholesaler supplying all the best hotels, bars, and restaurants in London, an auction website, London Cocktail Week…and more!
Q: How are you going to succeed?
A: We will leverage the robust foundations and winning business model laid by The Whisky Exchange in particular, and combine it with the investment power and global market experts provided by the Group.
Ultimately, this comes down to our people. We have an exceptional team, with unbeatable knowledge and passion for discovering extraordinary products and sharing them with spirit enthusiasts and connoisseurs.
Q: What are the main opportunities for growth?
A: We have three strategic growth pillars. First, growing our omnichannel D2C business, by combining best in class websites, client services and physical stores in selected locations. Secondly, targeting high net worth individuals and collectors globally, through our unique ecosystem of high value-added services and experiences. Finally, we’ll keep developing our niche B2B route to market, which complements D2C, as already shown by The Whisky Exchange in the UK, and explore opportunities in other markets.