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Spiritory

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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.[1][2] The company operates in 11 European countries.[3] Categories traded include Scotch whisky, Japanese whisky, bourbon, rum, cognac, wine, and champagne.[4]

History

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The startup company was founded by Janis Wilczura and Clemens Bennier in Munich in March 2022.[1][2][5] 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.[6][1] The platform launched in mid-2022.[7]

In February 2024, Business Punk included Wilczura in its annual "Watchlist" of 100 people to watch.[8] 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.[9][1] By 2024, the platform had several thousand users and trading volume in the millions of euros.[1]

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.[10][11][12]

In January 2026, a further financing round included German comedian Michael Mittermeier among new and existing investors.[3][5]

Business model

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Spiritory serves as an online marketplace, facilitating trades between sellers and buyers.[1] The platform provides standardized product pages; sellers list bottles and sold bottles must pass authentication before completing transactions.[1][9] Sellers must ship sold products to the buyer after authentication; items that do not meet the platform's quality standards are rejected.[13][14] 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.[1] The platform discloses price histories and offers portfolio management tools for tracking collections.[1][7] The company's coverage and user base are concentrated primarily in the European market.[1][10][15][16][17]

See also

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  • StockX – marketplace using a similar bid-ask model for sneakers and other goods
  • Chrono24 – marketplace for luxury watches

References

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  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.
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