Gin and whiskey maker Drinksology Kirker Greer is looking to grow all three parts of its business after attracting investment from Whiterock Capital.
The two companies have agreed on a debt-and-equity funding package worth £6.5m ($8.2m).
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Under the terms of the deal, Whiterock Capital has become a minority shareholder in Drinksology Kirker Greer, which is also known as DKG. The size of Whiterock Capital’s stake was not disclosed.
Belfast-based DKG comprises three divisions. The company has Kirker Greer Spirits, which houses brands including Ukiyo Tokyo dry gin and Born Irish whiskey. It also runs B2B and DTC e-commerce business Spiritly and is behind the Drinksology “creative agency”.
“While we’re not detailing specific funding allocations across our separate business divisions, I can share that our internal investment will align to a portfolio plan and geographic growth plan for Kirker Greer Spirits,” DKG chief commercial and strategy officer Ryan McFarland said.
The company markets its spirits brands in more than 30 markets. Seven, including Ireland, the UK, Australia and Germany, are “our core focus”, McFarland said.
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By GlobalData“Ukiyo Japanese spirits and Born Irish whiskey remain a core focus across all markets, with our broader portfolio supporting where there is consumer connection or where a specific category opportunity exists regionally,” he said. “This funding allows us to accelerate our focus on these brands, channels and regions – we’ve already been investing in our people, partners and brands throughout 2024 and will continue to build on the strategy we embarked on early in 2023 with increased vigour.”
DKG, meanwhile, is planning to launch spiritly.com in other European markets and in the US. “This is commercially sensitive and in planning currently; we’ll be sharing information as soon as it’s available,” McFarland said.
“The Whiterock team have direct experience in scaling businesses both as funding partners and as directors – they bring extensive expertise in supporting high potential businesses to fuel their ambitious growth plans including in tech-enabled and tech-focused businesses, which directly aligns to our Spiritly operation.”
DKG co-founders Steven Pattison and Richard Ryan remain the company’s largest shareholders. The group does not disclose its annual sales or profits.
