Spiritory

Spiritory
TypeGmbH (private)
IndustryE-commerce, FinTech
Founded2022; 4 years ago (2022) in Munich, Germany
FoundersJanis Wilczura, Clemens Bennier
HeadquartersMunich,
Germany
Area served
11 European countries
Key peopleJanis Wilczura (CEO)
ProductsOnline marketplace for whisky, spirits, wine
Websitespiritory.com

Spiritory is a Munich-based online marketplace for whisky, rum, cognac, wine, and other spirits, founded by Janis Wilczura and Clemens Bennier in 2022. The company operates in 11 European countries. Categories traded include Scotch whisky, Japanese whisky, bourbon, rum, cognac, wine, and champagne.

History

The startup company was founded by Janis Wilczura and Clemens Bennier in Munich in March 2022. The idea originated when Wilczura purchased a Japanese whisky bottle during a trip to Japan and found existing secondary-market platforms inadequate for reselling it. The platform launched in mid-2022.

In February 2024, Business Punk included Wilczura in its annual "Watchlist" of 100 people to watch. In October 2024, the company completed a pre-seed financing round that included Ludwig Fresenius Pioneer Ventures AG, Andreas Wiele (former ProSiebenSat.1 supervisory board chairman), and Hochschule Fresenius. By 2024, the platform had several thousand users and trading volume in the millions of euros.

In September 2025, Pernod Ricard's German division entered into a direct-to-consumer distribution agreement with Spiritory for premium whisky brands including Chivas Regal, The Glenlivet, Redbreast, and Midleton.

In January 2026, a further financing round included German comedian Michael Mittermeier among new and existing investors.

Business model

Spiritory serves as an online marketplace, facilitating trades between sellers and buyers. The platform provides standardized product pages; sellers list bottles and sold bottles must pass authentication before completing transactions. Sellers must ship sold products to the buyer after authentication; items that do not meet the platform's quality standards are rejected. Spiritory features a stock market-like variable pricing framework using a proprietary algorithm that combines historical sales data with current bid and ask prices to generate market values. The platform discloses price histories and offers portfolio management tools for tracking collections. The company's coverage and user base are concentrated primarily in the European market.

See also

References

  1. 1 2 3 4 5 6 7 8 9 10 "Hochprozentige Rendite" (in German). Börse am Sonntag. 7 March 2025. Retrieved 18 February 2026.
  2. 1 2 "Spiritory GmbH, München". CompanyHouse. Retrieved 18 February 2026.
  3. 1 2 "Spiritory closes new financing round". Startbase. 27 January 2026. Retrieved 18 February 2026.
  4. ↑ "Der digitale Marktplatz für Whisky-Liebhaber und -Sammler: Janis Wilczura über Spiritory" (in German). About Drinks. 27 March 2024. Retrieved 18 February 2026.
  5. 1 2 "Comedian Michael Mittermeier investiert in Whisky & Spirituosenmarktplatz Spiritory" (in German). StartingUp. January 2026. Retrieved 18 February 2026.
  6. ↑ "Investieren in Whisky – "Das flüssige Gold" als Anlageobjekt" (in German). trend.at. 25 January 2024. Retrieved 18 February 2026.
  7. 1 2 "Spiritory – the new all-in-one platform for whisky lovers, collectors and investors". About Drinks. 4 August 2022. Retrieved 18 February 2026.
  8. ↑ "Watchlist 2024: 100 Köpfe, die ihr kennen müsst!" (in German). Business Punk. 19 February 2024. Retrieved 18 February 2026.
  9. 1 2 "Spiritory closes pre-seed round". Munich Startup. 15 October 2024. Retrieved 18 February 2026.
  10. 1 2 Mathieu, Henry (17 September 2025). "Pernod Ricard signs DTC sales agreement with Spiritory in Germany". Global Drinks Intel. Retrieved 18 February 2026.
  11. ↑ "Pernod Ricard kooperiert mit Spiritory" (in German). Getränke News. 17 September 2025. Retrieved 18 February 2026.
  12. ↑ "Kompakt: Meldungen der Spirituosenbranche in KW 39/2025" (in German). Spirituosen-Journal. 22 September 2025. Retrieved 18 February 2026.
  13. ↑ "Whisky als Geldanlage für Einsteiger und Sammler" (in German). Deutsche Wirtschafts Nachrichten. 18 May 2025. Retrieved 18 February 2026.
  14. ↑ "Der Whisky-Markt arbeitet sich an das Allzeithoch heran" (in German). Private Banking Magazin. 6 January 2025. Retrieved 18 February 2026.
  15. ↑ "Whisky als Anlageklasse: Die Risiken und Gewinnchancen" (in German). Bild. Retrieved 16 March 2026.
  16. ↑ "Whisky als Wertanlage: Investment Tipps" (in German). Playboy. Retrieved 16 March 2026.
  17. ↑ "Geldanlage: Warum sich die Investition in Whisky lohnt" (in German). Handelsblatt. 9 October 2023. Retrieved 16 March 2026.