Hairydog and Barrel & Batch join forces to become the new online destination for expertly-curated premium drinks

The relaunch follows Hairydog merging with the specialist whisky site - as it looks to raise the bar in its offering.

Australian online alcohol retailer, Hairydog, has launched as Barrel & Batch, with a focus on offering an extensive collection of expertly-curated premium wines and spirits.

The relaunch follows Hairydog merging with the specialist whisky site – as it looks to raise the bar in its offering for the discerning drinker of quality whisky, wine and premium spirits.

“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.

“Plus, we’ve long felt at Hairydog that our product collection – and our customer base – is a little more sophisticated than the name ‘Hairydog’ would suggest, and we’ve been working on a rebrand for some time.

“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.”

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,” said Daniel.

“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.

“My team and I will continue to control and choose the exclusive whisky picks, and include the Barrel & Batch community to join us in these selections as previously done. 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.”

Dedicated to tasting and selecting – at a broad range of price points – the finest and most enjoyable wines to feature on Barrel & Batch is Phil Conway who is Head of Wine.

Phil has spent time with winemakers in Burgundy and Bordeaux in France, and Napa and Sonoma in the USA, and is passionate about wine education and enjoyment.

The ex-MasterChef contestant and food and wine expert will be regularly sharing his tips and top picks on Barrel & Batch’s social media channels (@barrelandbatch).

Existing and new customers of Barrel & Batch will enjoy more benefits including:

● A loyalty and rewards program – coming soon!

● Access to exclusives not found anywhere else

● First-to-market access to sought after products

● Access to a world-class whisky selection

● Ability to shop for all their alcohol in one place

● A more refined selection across all product categories – no fluff, no filler – just exceptional product at any price point

● Greater focus on guides, tips and discussions to help discerning drinkers to get the most out of what they’re drinking! The new look Barrel & Batch website will launch on Thursday 1 February.

There will be free delivery for one week on all purchases, with no minimum spend. New website launching 1 February:

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