Buying whisky online has taken some major steps in 2012 with more and more entrants to the market, even the Swedish government has got in the act of online whisky sales with their introduction of a delivery service. The Whisky Exchange remains the most popular player in the market however is now facing stiff competition from the Whisky Shop, Master of Malt, Whisky-Online, The Whisky Barrel, Royal Mile Whiskies and the Scottish Whisky Store. The most recent coup was carried out by Master of Malt who have signed a unique deal with The Times and Sunday Times newspaper to have focus on spirits in the Sunday Times supplement. This is being supplemented by a website in addition to the existing Master of Malt website to aid the process of buying whisky online. This is no doubt to take up more space on Google without breaching Google’s terms of duplicate content.
The arrangement with the Sunday times is similar to the existing wine club which sells the wine for Direct Wines. Although being marketed as a club it is really just an advertising mechanism where the Sunday Times and The Times make a commission on sales. The newspaper world is tough one and they are looking for new revenue streams as people baulk at the idea of paying for online news. I think the Scottish Whisky Store might need to look for a partner, The Guardian?