Australian online alcohol retailer, Hairydog has relaunched as Barrel & Batch with a focus on offering an extensive collection of expertly curated premium wines and spirits. Hairydog Group now incorporates Barrel & Batch and BoozeBud.

The relaunch follows Hairydog merging with the specialist whisky site as it looks to elevate 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,” Hairydog Group head of e-commerce, Ryan Agar said.

“Plus, we’ve long felt at Hairydog that our product collection – and our customer base – is 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.

“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,” Daniel said.

“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.”

Dedicated to tasting and selecting the finest and most enjoyable wines to feature on Barrel & Batch is head of wine, Phil Conway, who has spent time with winemakers in Burgundy and Bordeaux in France, and Napa and Sonoma in the US, and is passionate about wine education and enjoyment. The ex-MasterChef contestant and food and wine expert will regularly share his tips and top picks on Barrel & Batch’s social media channels.

Existing and new customers of Barrel & Batch will enjoy more benefits including a loyalty and rewards program, access to exclusives, first-to-market access to sought after products and world-class whisky selection, and a more refined selection across all product categories. There will also be a greater focus on guides, tips and discussions.