Beard left Whyte & Mackay last autumn and subsequently worked with private equity firm Lion Capital on a £430 million for the company. It was eventually sold to Emperador of the Philippines in May.
Beard joined W&M in 2009 from Bacardi Brown-Forman Brands where he was UK chief executive.
Beard (pictured centre with Whisky Shop managing director Andrew Torrance, left, and founder and chairman Ian Bankier) said: ”I’ve watched in admiration as they have grown the business with an unwavering focus on quality.
“The Whisky Shop’s reputation among the industry’s brand owners and the discerning public is an enviable one.”
Bankier said: “Having an established a sizeable footprint in the UK we now have aspirations to expand into Europe.
“John brings us a wealth of experience of overseas markets and brand development and will play an important role in helping us achieve our international growth ambitions.”