What started as a personal passion turned into a game-changing business. Janis Wilczura founded Spiritory, the first digital trading platform for whisky, premium spirits, and wine – shaking up the entire industry. In his conversation with Matthias, Janis shares his personal journey, the founding story of Spiritory, and his vision for transforming how people buy, sell, and invest in rare bottles.
From Enthusiast to Entrepreneur: Janis’s Personal Journey
Matthias: “Hi and welcome to a new episode of the Partner Marketing Podcast. Today we have a very special guest: Janis Wilczura, founder of Spiritory. Janis, you’ve built Spiritory – the first digital trading platform for whisky, other spirits, and wine – basically a stock-exchange-style marketplace for collectors, enthusiasts, and investors. I’m really excited to have you here. Welcome to the podcast! Why don’t you start by introducing yourself so our listeners know who you are and what you do?”
Janis: “Thanks so much for having me, Matthias. I’m really happy to be here. I’m Janis Wilczura, originally from Oldenburg, now living in beautiful Munich, and I’m one of the co-founders of Spiritory. As you said in your intro, it’s a live marketplace, especially for premium spirits, where we’ve taken a stock-exchange approach to connect buyers and sellers.”
Janis’ passion for whisky was sparked in 2015 when he met a friend named Ferdinand, a whisky enthusiast who introduced him to the world of premium spirits. Inspired by cultural references like Mad Men, Janis found himself drawn to the sophistication and ritual of whisky drinking. What started as casual interest soon evolved into collecting and eventually investing.
Over time, Janis realized that his growing passion could be more than a hobby. He began to see whisky not just as a beverage, but as a collectible asset with real market value. This realization, combined with his entrepreneurial spirit, laid the groundwork for what would become Spiritory - a platform designed to make trading premium spirits easier, safer, and more transparent.
The Spark: Whisky Meets Sneaker Trading
The idea for Spiritory was born during a trip to Japan in 2019, a country renowned for its whisky culture. Around the same time, Janis was reading about young entrepreneurs making fortunes by trading rare sneakers. He saw clear parallels between sneaker trading and whisky collecting - both involve rarity, passion, and speculative value. Motivated by this insight, Janis purchased a limited-edition Japanese whisky and attempted to resell it in Germany.
However, the process was far from smooth. He encountered multiple barriers: there was no reliable way to determine the bottle’s market value, existing platforms were clunky and outdated, and the regulatory environment around alcohol made transactions complicated. These frustrations revealed a clear gap in the market. Janis realized that while other industries had platforms like StockX or Chrono24, the premium spirits world lacked a dedicated, modern solution. This was the moment Spiritory began to take shape.
Janis: “With that realization, and noticing that no one was really serving this segment yet, I turned to a friend and said, ‘Honestly, there has to be something like StockX for whisky, wine, and other premium spirits.’ And that’s basically how the idea for Spiritory came to life. It was a classic hero’s journey: we experimented, tried things, and most of it didn’t work. At first, nothing seemed to click. But in the end, I decided to take the reins myself and build a solution for collectors, enthusiasts, and investors alike.”
Building Spiritory: A Marketplace with a Mission
Spiritory was designed to address the very problems Janis had faced. At its core, the platform uses a bid-ask model, similar to a stock exchange. Buyers can place bids, sellers can list asking prices, and transactions only occur when the two match. This ensures fair market pricing and gives both parties equal control over the transaction.
Beyond trading, Spiritory offers a suite of features for collectors and enthusiasts. Users can manage their personal collections, access historical pricing data, and explore new bottles for inspiration. The platform is free to use, and its revenue model is based on a 12% transaction fee - 9% from the seller and 3% from the buyer for protection and support.
To ensure authenticity, Spiritory has built a verification process. Sellers are asked to submit detailed photos of their bottles, which are reviewed for signs of tampering or damage. While no system can guarantee 100% protection against fraud, especially in high-value transactions, Spiritory’s safeguards are designed to minimize risk and maintain trust.
Whisky as an Investment: A Hidden Gem in Alternative Assets
Janis explains that whisky is one of the most lucrative alternative asset classes. According to a report by Knight Frank, rare whisky saw a ten-year return of 582%, outperforming other collectibles like watches, classic cars, handbags, gold, and even sneakers. This impressive performance has drawn attention from investors looking to diversify their portfolios.
He shares compelling examples to illustrate the potential. The Macallan Edition No. 1, originally sold for €80, later fetched over €2,500. Another bottle, Glenmorangie A Tale of Cake, appreciated from €80 to €250 in just a few years. These cases demonstrate how even relatively affordable bottles can become valuable over time, especially when they are widely consumed and become scarce.
Janis emphasizes that whisky’s uniqueness lies in its non-reproducibility. A 30-year-old whisky has aged through three decades of climate conditions, making each bottle distinct. Moreover, global demand is rising, particularly in emerging markets like China and India, while supply remains limited. This imbalance is driving prices upward and making whisky an increasingly attractive investment.
Market Size and Global Potential
The global spirits market is valued at over €220 billion, with the premium segment accounting for 10–20% and growing rapidly. In Europe alone, the whisky auction market generates around €200 million annually. These figures underscore the scale and potential of the industry, especially as consumer preferences shift toward premium products and online purchasing.
Janis sees enormous potential for Spiritory to expand internationally. His vision includes seamless cross-border transactions, where buyers in Germany can purchase bottles from Japan without worrying about customs, taxes, or regulatory hurdles. While this is already partially possible, Spiritory aims to fully integrate these capabilities into its platform in the coming years.
Janis: “So, the global spirits market is valued at a little over 220 billion euros. Within that, the premium segment makes up roughly 10 to 20 percent. It’s growing rapidly, but of course it’s not yet the dominant share. The bulk of sales still comes from the more affordable products you can buy in supermarkets, since those are mass-market items. But as I said, the premium segment is on the rise. It’s already a billion-euro business. You can also see this reflected in secondary market figures, which are fairly easy to track. For example, the entire whisky auction market in Europe alone amounts to nearly 200 million euros annually. And that’s just whisky, and just through auctions.”
Understanding the Audience: Collectors, Connoisseurs, and Investors
Spiritory serves three primary user groups: collectors, connoisseurs, and investors. Collectors are driven by the desire to own rare and beautiful bottles, often for display. Connoisseurs buy bottles to enjoy and share with others, valuing the experience over the asset. Investors, on the other hand, are focused on financial returns and view whisky as a strategic investment.
Janis explains that these categories often overlap. Many users embody aspects of all three. He himself identifies most strongly as a collector, with a personal bar at home filled with special bottles. However, he also enjoys whisky socially and recognizes its investment potential. This multifaceted appeal is part of what makes the market so dynamic and exciting.
Vision for the Future: Disrupting a Traditional Industry
Looking ahead, Janis outlines Spiritory’s ambitious goals. In the short term, the focus is on growing the platform in Europe and building strong relationships with brands and communities. In the long term, he aims to expand into Asia, particularly India and Japan, which are major players in the whisky market.
His ultimate vision is to connect every part of the value chain—from distilleries to end consumers—through a single, global platform. This includes enabling direct sales from producers to buyers, streamlining logistics, and creating a unified marketplace for premium spirits. While regulatory challenges remain, especially in markets like the U.S., Janis is optimistic about Spiritory’s potential to lead the industry’s digital transformation.
Personal Reflections: Beyond Business
Toward the end of the episode, Janis shares some personal insights. He admits that he’s not much of a book reader and prefers staying informed through columns and news articles. His favorite apps include ChatGPT and Perplexity, which he uses daily for both work and personal tasks. He describes them as indispensable tools that have become part of his everyday life.
When asked about his dream job, Janis reveals that he would love to become a winemaker or beekeeper someday. He’s drawn to the natural and artisanal aspects of those professions. Although he respects the craft of whisky-making, he finds the chemistry involved less appealing than the organic process of winemaking. These reflections offer a glimpse into the personality behind the platform and highlight his deep appreciation for craftsmanship and nature.
Conclusion: A Spirit of Innovation
This episode offers a compelling look into how personal passion can evolve into a disruptive business idea. Janis Wilczura’s journey from whisky enthusiast to tech entrepreneur illustrates the power of identifying market gaps and building solutions that resonate with real users. With a clear vision, a growing global footprint, and a deep understanding of his audience, Janis is well-positioned to lead Spiritory into the future of digital commerce and alternative investing.
About The Partner Marketing Podcast
The podcast brings together thought leaders and professionals from across the globe. In each episode, our host, Matthias, sits down with guests to discuss the evolving world of Partner Marketing and share personal stories.
For more details, please visit www.tradedoubler.com/podcast