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Hairydog and Barrel & Batch Join Forces for Brand Refresh

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By Published On: January 31, 20240 Comments

Online liquor retailer Hairydog and whiskey specialist Barrel & Batch are merging and relaunching as a classy new online alcohol destination.

Australian online alcohol retailer, Hairydog is to combine with specialist whisky co-op Barrel & Batch, relaunching the brands under one name with a focus on offering an extensive collection of expertly-curated premium wines and spirits.

Hairydog will be adopting Barrel & Batch’s “sophisticated” name to reflect the calibre of its product collection and customer base. 

“We recognised a gap in the market for an online destination that has a single-minded focus on premium alcohol,” said Ryan Agar, Head of E-Commerce for Hairydog Group which includes both Hairydog, to be Barrel & Batch, and BoozeBud.

“Barrel & Batch will be wine, premium spirits, and whisky-driven but with an exceptional range of over 3,000 carefully selected drinks sourced by our experts from across Australia and overseas, including gin, tequila and rum,” said Ryan.  

Hairydog Group are experts in brand rejuvenation having recently rescued fellow online liquor retailer Boozebud from collapse in May 2023 and relaunching the brand under its umbrella.

Barrel & Batch founder and acclaimed whisky connoisseur, Ray Daniel, will remain with the business as Spirits Specialist, and continue to source exclusive whisky drops, and host virtual tastings and events for the brand’s loyal followers.

“This is an exciting new chapter for Barrel & Batch as we join forces with Hairydog to become a single destination for a vast selection of quality whisky, spirits and wine. Partnering with Hairydog Group means offering their customers an even greater range of premium and limited release whisky.  Barrel & Batch customers can expect the same impressive whisky picks as we’ve always done, including old and rare, single cask and exclusive barrel releases, with the additional benefit of being able to access a comprehensive range of premium alcohol across all categories at one online store.   

Leveraging Hairydog Group’s operations, logistics support and network will give Barrel and Batch an opportunity to scale in line with the exciting number of releases we have in store for the year to come,” said Ray.

The rebrand will see Barrel & Batch soon releasing a loyalty and rewards program to go alongside their world class selection and a community focus with tips and discussions to help discerning drinkers to get the most out of what they’re drinking.

About the Author: Rosalea Catterson

Rosalea is the Editor of Power Retail. With a keen interest in consumer behaviour and tech, she covers everything ecommerce and hosts the Power Retail Power Talks Podcast.

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