Spiritly Trade launches in Ireland

The platform, which was previously only available in the UK, focuses on the on-trade premium and super-premium spirits market. It aims to give bars, hotels, retailers, and speciality operators access to a broader selection without changing their existing wholesale relationships.

Spiritly Trade is designed to complement Ireland’s established wholesale network, providing access to more than 5,000 globally sourced spirits.

Ryan McFarland, chief commercial and strategy officer at Drinksology Kirker Greer, said: “Spiritly Trade is not intended to be another traditional distributor in the Irish market. We have built a digital-first model that gives customers access to depth in premium and luxury spirits, with the convenience of 24/7 ordering and real-time stock information.

“Our role is complementary to the existing wholesale network. Ireland already has a strong and sophisticated drinks trade; we want to add another layer of choice and specialist support, particularly for customers operating at the premium end of the market.”

Spiritly Trade has partnered with top hotels, restaurants, and cocktail bars across the UK.

In Ireland, the platform has already run a pre-launch trial in 20 outlets.

According to the company, Ireland’s premium drinks and cocktail culture has grown steadily. In the past decade, niche, premium, and luxury brands have flourished, especially in the whiskey and gin markets.

Spiritly Trade has identified demand for better access to premium spirits, particularly in key cities and among four- and five-star hotels, which are expected to be part of its initial customer base.

This autumn, Kirker Greer will also launch a tailored digital training platform called Spiritly Academy. The new initiative will offer training across various categories of spirits, including production, provenance, tasting, and serving techniques.

The academy draws on Drinksology’s expertise in designing and training teams at leading bars worldwide. Additionally, a dedicated cocktail application is planned for a future phase.

“Education is central to how we want to work with the trade,” added McFarland. “Spiritly Academy is not simply about teaching people about spirits; it is about helping develop the knowledge, confidence and skills of the people working in our industry. That is something we believe can have a much broader impact on the trade.”

Stephen Meldrum, general manager at Dunluce Lodge on the Causeway Coast in Northern Ireland, shared his experience with the platform, noting that the team brings a “collaborative approach”.

“Their team takes the time to understand what we are trying to achieve and provides in-depth training, brand advocacy and practical support that helps us get the most from the products we stock and enhance our guest experience,” Meldrum added.