Pernod Ricard’s German division has joined forces with European premium spirits marketplace Spiritory to accelerate direct-to-consumer distribution in the country for its “high-end” whiskey/whisky portfolio.
The agreement, which follows initial cooperation between the two businesses in June, will focus on building consumer engagement through “exclusive experiences”. Brands including Chivas Regal, The Glenlivet, Redbreast and Midleton will feature on Spiritory’s platform, which positions itself as an exchange-based marketplace for collectors and 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 Spiritory CEO and co-founder, Janis Wilczura.
Spiritory, founded in 2022 and headquartered in Munich, enables secure online transactions for spirits buyers and sellers while also providing portfolio management tools and market data. The company has been working in recent months to expand its role as a digital marketplace for brands, retailers and distilleries across Europe.
Last month, Pernod Ricard overhauled its commercial structure in the US in a move designed to give greater attention to some lesser-established brands in the group’s portfolio.
