It was by teaming up with James Roy to form the Roy & Bell Company that Arthur Bell became the first sales agent specializing in whisky. Bell, assisted by his son, quickly took over at the helm of the business and developed a major distribution network from the late 19th century. The first bottling quickly followed and was met with huge success, enabling the company to buy the Blair Athol, Dufftown and Inchgower distilleries, key components in its blends. This was followed by a long period of prosperity, culminating in the 1970s. Sales grew 800% in less than 10 years, production tripled and Bell's flooded the UK market, gaining a share of almost 35%.

A Bell’’s blend bottled in 2012 to mark the 60th anniversary (Diamond Jubilee) of Queen Elizabeth II, who ascended to the throne in 1952 following the death of her father King George VI.