Digital-first wholesale platform brings 5,000+ premium spirits to Irish trade, backed by 24/7 ordering, trade education and specialist support
Drinksology Kirker Greer has launched Spiritly Trade Ireland, introducing a digital-first wholesale model focused on the premium and super-premium spirits market.
Designed to complement Ireland’s established wholesale network, Spiritly Trade gives trade customers access to more than 5,000 spirits sourced globally, with 24/7 online ordering, real-time stock visibility and digital account set-up within 48 hours.
The proposition is aimed at filling the depth gap within premium spirits that can be difficult for broad-range wholesalers to accommodate, giving bars, hotels, retailers and specialist operators access to a wider range without changing their existing wholesale relationships.
The Irish launch follows significant growth for Spiritly Trade in NI and the UK, where it has developed partnerships with leading hotels, restaurants and cocktail bars. A 20-outlet pre-launch trial in Ireland has also been completed, while the business says it is receiving weekly enquiries from outlets nationwide.
Ryan McFarland, Chief Commercial & 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."
The launch comes against a backdrop of sustained growth in Ireland's premium drinks and cocktail culture. Over the past decade, niche, premium and luxury brands have gained ground, particularly in whiskey and gin, while venues including Bar 1661, Cask and Paladar have helped establish Ireland's credentials on the international cocktail scene.
Spiritly Trade says this has created a clear demand for greater access to premium spirits, with key cities and four- and five-star hotels expected to be among its initial customer base.
Education and trade development will be another key part of the proposition.
Spiritly Academy, a bespoke digital training platform, will launch this autumn, offering training across spirits categories, production, provenance, tasting and serves.
The Academy has been developed using Drinksology's experience in designing and training teams in leading bars internationally. Its objective extends beyond product knowledge, with a focus on helping address wider industry challenges around the recruitment, retention and development of bar staff.
A dedicated cocktail application is also planned for a subsequent phase.
McFarland said:
"Education is central to how we want to work with the trade. 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."
That approach is already being reflected in Spiritly Trade's Northern Ireland customer relationships.
Stephen Meldrum, General Manager at Dunluce Lodge, said:
"What really sets Spiritly Trade apart for us is the depth of support they bring to our business. 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. It is a genuinely collaborative approach, and having that level of expertise and engagement from a supplier is a real benefit to our business and our staff."
Through its connection with Drinksology Kirker Greer, Spiritly Trade also brings expertise across drinks brand development, creative, design and consumer engagement, allowing the business to support customers beyond product supply.
With its Irish launch, Spiritly Trade aims to establish itself as a specialist digital wholesale partner for the premium end of the Irish drinks market, combining global product access with education, advocacy and practical trade support.
About Spiritly Trade
Spiritly Trade is the specialist trade division of Drinksology Kirker Greer Group, providing retailers, wholesalers and hospitality businesses with access to an extensive portfolio of premium and luxury wines and spirits. With operations across the UK and Ireland, Spiritly Trade combines product discovery with dedicated trade support, including category expertise, education, advocacy, branded POS and commercial insight.
Through its bespoke Spiritly Academy platform, Spiritly Trade is also developing a comprehensive programme of spirits education for trade customers, covering every major spirits category and designed to help teams build knowledge, confidence and sales.
Spiritly Trade’s ambition is to complement the existing wholesale network by giving drinks businesses access to an extensive range of products, specialist expertise and the wider creative and brand-building capabilities of Drinksology Kirker Greer Group.
To discover more, visit spiritlytrade.ie.
About Drinksology Kirker Greer
Drinksology Kirker Greer is a multi-disciplinary drinks group operating across brand creation, production, and global distribution through three integrated divisions: Drinksology Creative, Kirker Greer Spirits and Spiritly.
Drinksology Creative is the group’s design and innovation studio, building spirit brands and hospitality experiences end-to-end—from naming, positioning and bespoke packaging through to immersive brand homes, bar and restaurant concepts and internationally recognised hospitality venues. Working across its own portfolio and external partners, the studio blends commercial insight with technical precision to create distinctive, high-impact brands and experiential environments that connect with consumers and trade alike.
Kirker Greer Spirits is the group’s own-brand spirits division, managing a diverse global portfolio across key spirit categories. In partnership with producers worldwide, the team develops and scales brands grounded in deep category knowledge, product expertise and collaborative creation, supported by continuous learning and operational insight. The division is structured to ensure strong mental availability through creative development and brand-building, alongside physical availability via distribution capability.
Spiritly is the group’s e-commerce and logistics division, delivering premium direct-to-consumer, trade, and third-party fulfilment services across the UK, Ireland and selected international markets. Its technology-led platform enables compliant, efficient and brand-led fulfilment, from curated DTC delivery to specialist HORECA distribution and integrated cross-border logistics solutions, ensuring a seamless, high-quality experience at every touchpoint.
