Pernod Ricard Germany and Spiritory join forces in direct-to-consumer business

• Spiritory, Europe's fastest-growing spirits marketplace, and Pernod Ricard Germany, one of the world's leading spirits companies, are launching a strategic partnership.
• The aim of the collaboration is to market premium whisky brands such as Chivas Regal, The Glenlivet, Redbreast, and Midleton directly to end customers via Spiritory in the future.
• The combination of digital expertise and global brand strength will create new access to a dynamically growing digital target group.

At the heart of the partnership is the shared goal of creating exclusive customer experiences and strategically positioning Pernod Ricard's premium whisky brands in the digital environment. Spiritory brings its innovative marketplace model and a dedicated community of collectors and connoisseurs to the table, while Pernod Ricard contributes its global brand strength and expertise in branding and logistics.

Following the start of their cooperation in June, Pernod Ricard Germany, one of the world’s leading spirits companies, and Spiritory, Europe’s fast-growing premium spirits marketplace, have formed a partnership to focus on the direct-to-consumer model for high-end spirits distribution. The collaboration is centered on creating quality content and deepening consumer understanding, with the goal of delivering exclusive experiences and projecting Pernod Ricard’s premium whisky brands such as Chivas Regal, The Glenlivet, Redbreast and Midleton within Spiritory’s marketplace.

A Shared Vision for Digital Growth

The direct-to-consumer model lets spirits brands build closer ties with discerning audiences through premium products. This partnership reflects that vision as the industry is driven by premiumization and digitalization, with consumers trading up to higher-quality spirits and seeking them online.

Spiritory’s Innovative Platform

Spiritory contributes its digital-lead marketplace and a vibrant community of premium spirits enthusiasts. “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’s CEO and co-founder.