Pernod Ricard Germany partners with Spiritory to boost direct-to-consumer premium whiskey sales
Pernod Ricard strengthens its digital reach in Germany through a new premium whiskey partnership with marketplace Spiritory.
GERMANY – Pernod Ricard’s German division has entered into a strategic partnership with premium spirits marketplace Spiritory to expand its direct-to-consumer presence in the country.
The alliance focuses on Pernod Ricard’s “high-end” whiskey and whisky portfolio, including brands such as Chivas Regal, The Glenlivet, Redbreast and Midleton.
The collaboration builds on an initial cooperation launched in June and aims to deliver “exclusive experiences” to engage collectors and enthusiasts online.
Spiritory positions itself as an exchange-based platform offering secure transactions, portfolio management tools and market data to spirits buyers and sellers.
“This partnership enables us to connect our audience with some of the world’s most prestigious brands and further redefine how premium spirits are experienced online,” said Janis Wilczura, Spiritory CEO and co-founder.
Pernod Ricard will contribute its global infrastructure, industry expertise and extensive brand lineup to the partnership, while Spiritory provides direct digital access to consumers across Germany.
By combining these strengths, both companies expect to drive interest in premium products and reinforce their positioning among a highly specialized audience.
Founded in 2022 and headquartered in Munich, Spiritory has been rapidly expanding its role as a digital marketplace for brands, retailers and distilleries throughout Europe. The company aims to broaden its offering of premium spirits and create new opportunities for brands to interact with collectors online.
For Pernod Ricard, the partnership represents an opportunity to build closer relationships with consumers and strengthen its premium image in a competitive market. The move complements the group’s broader commercial strategy, which prioritizes focused partnerships to enhance visibility and brand experience.
Last month, Pernod Ricard announced a restructuring of its U.S. commercial operations to devote more attention to emerging and ready-to-drink brands.
The company created two new divisions — Ready-to-Drink (RTD) and Growth Emerging Market (GEM) — to support established and developing labels alike.
Through its partnership with Spiritory, Pernod Ricard Germany expects to leverage digital channels to increase engagement and deliver a more personalized premium spirits experience for German consumers.
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