PR Statement - Pernod Ricard Germany and Spiritory Join Forces to Drive D2C Premium Spirits

Munich, September 9, 2025 – 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.

Pernod Ricard’s Global Strength

Pernod Ricard brings to the alliance its unparalleled portfolio of world-class brands and global infrastructure. This powerful lineup, expertise and international reach, complements Spiritory’s ability to provide direct digital proximity to consumers.

Strategic Impact

The collaboration is expected to deliver significant strategic impact for both sides. For Spiritory, partnering with one of the world’s leading premium spirits companies strengthens its position in the market, driving rising interest in the premium product line-up and reinforcing its appeal among a specialized audience. For Pernod Ricard, it creates an opportunity to build digital proximity with collectors and expand visibility in a** cutting-edge digital environment**.

For more information please contact: natalia@spiritory.com

About Spiritory:

Spiritory is an exchange-based live marketplace for enthusiastic and collectors of spirits. The platform allows users to buy and sell their favorite spirits in a transparent and secure way. Users benefit from the transparent and secure transaction but can also be inspired or manage their portfolio and receive thousands of important data. As the leading marketplace in Europe, the company also makes it easy to digitize retailers, brands and distilleries.