Milroy's of Soho

What Milroy's of Soho does

Milroy's of Soho is a privately-held London-based whisky specialist founded in 1964, operating from a single combined retail shop, whisky bar, and tasting venue at 3 Greek Street in Soho. The company curates and sells a portfolio spanning single malt, single grain, blended malt, and blended Scotch whiskies alongside Japanese, American, and Irish whiskey, complemented by rum, brandy, champagne, wine, vermouth, vodka, and liqueurs. Its proprietary own-bottling program spans six sub-brands (Original Blend, Heavily Peated, Soho Selection, Vintage Reserve, Vintage Reserve Black, and Collaborative Bottlings), and it distributes independent bottlers including Chorlton Whiskies, Hidden Spirits, Decadent Drinks, My Name is Whisky, and Whisky Sponge.

The business runs a multi-channel operating model: an owned e-commerce storefront (milroysofsoho.com) with age verification, free UK delivery over £100, and GiftNote-powered gift messaging; the 3 Greek Street physical destination combining retail, on-premise whisky-by-the-glass, The Vault tasting room, and themed events (including Fèis Ìle); and a trade/bespoke bottling service for bars, restaurants, and hospitality customers seeking exclusive private-label whiskies. Underlying technology is a standard Shopify-class e-commerce platform with integrated inventory and age verification; no proprietary AI/ML capability is evidenced. Marketing is delivered through The Whisky Librarian editorial blog, email, and an active Facebook/Instagram/TikTok social presence, with Black Friday promotional campaigns featuring discount tiers and high-value prize giveaways.

Revenue is generated through one-time unit-priced transactions across a long-tail SKU catalogue ranging from sub-£50 entry bottles to Old & Rare collectibles, supplemented by gift cards and bespoke bottling fees. The customer base spans whisky collectors, enthusiasts, gift buyers, and trade/hospitality buyers, with no material customer concentration disclosed. Ownership appears independent and family-operated, with no parent company, private equity, or venture capital involvement evidenced.

Name

Milroy's of Soho

Legal name

Milroy's of Soho

Website

https://milroys.co.uk

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

Milroy's of Soho is a London-based whisky specialist founded in 1964, operating an e-commerce storefront, a combined retail shop, whisky bar, and tasting venue at 3 Greek Street, and a trade/bespoke bottling service for hospitality buyers. It serves collectors, enthusiasts, gift buyers, and on-trade customers across the UK.

Ownership category

akta.pro rank

Product category

Specialty Spirits Retail

NAICS

Beer, Wine, and Liquor Retailers (44532), Drinking Places (Alcoholic Beverages) (722410), Beer and Ale Merchant Wholesalers (424810)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Fine Wine & Luxury Spirits Retail (CRANABAE)

akta.pro secondary industries

Liquor Stores (Off-Premise Spirits Retail) (CRANABAA), Spirits/Cocktail Bars Operated by Producers (THAFALAJ)

Keywords

• Whisky retail
• Spirits e-commerce
• Bespoke bottling
• Independent bottlers
• Whisky tastings

Headquarters

HQ city

City Of London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Spirit Sales: Direct sales of whisky, wine, and spirits through e-commerce platform and physical store. Offers products ranging from budget options (Under £50) to rare collectible bottles. Sells by the bottle, case, and by the glass at physical venue.
2. Own Bottlings: Exclusive Milroy's own label whisky bottlings including Original Blend, Heavily Peated, Soho Selection, Vintage Reserve, and Vintage Reserve Black. These proprietary products command premium pricing and drive brand differentiation.
3. Independent Bottler Selection: Curates and sells exclusive spirits from independent bottlers including Chorlton Whiskies, Hidden Spirits, Decadent Drinks, My Name is Whisky, and Whisky Sponge. These limited offerings create scarcity and collector appeal.
4. Gift Cards: Digital gift cards sold through the online store, enabling gifting for whisky enthusiasts. Gift messaging feature allows timed delivery of personalized messages.
5. Bespoke/Trade Bottlings: Custom bottling services for trade customers including bars, restaurants, and private clients seeking exclusive whisky selections.
6. On-Premise Sales: Sales by the glass and bottle at 3 Greek Street bar and whisky shop, including The Vault venue for exclusive tastings.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Milroy's of Soho is a London-based whisky specialist, founded in 1964, that curates and sells single malt Scotch, Japanese, Irish, American, and world whiskies alongside other spirits and wines via its 3 Greek Street shop and online store. The business is differentiated by its own-label exclusive bottlings (e.g., Original Blend, Heavily Peated, Soho Selection, Vintage Reserve), bespoke bottling services for trade clients, and in-store tastings and events.

Product overview

Milroy's of Soho is a London-based whisky specialist founded in 1964, operating as both an e-commerce platform and physical retail venue (3 Greek Street). The core product is a curated portfolio of whiskies, wines, and spirits, centered on Milroy's Own Bottlings — a range of exclusive house-label expressions spanning sub-brands including Original Blend, Heavily Peated, Soho Selection, Vintage Reserve, Vintage Reserve Black, and Collaborative Bottlings. This proprietary range is complemented by an extensive selection from independent bottlers (Chorlton Whiskies, Hidden Spirits, Decadent Drinks, My Name is Whisky) and a full spectrum of whisky categories organized by type (single malt, single grain, blended malt, blended Scotch) and region (Scotch, Japanese, American, Irish, plus Highland, Speyside, Lowland, Campbeltown, Islands, and Islay sub-regions). The company also offers wine and spirits including rum, brandy, champagne, red/white wine, vermouth, vodka, and liqueurs. Services include bespoke/trade bottling, whisky tastings and events, and gift cards. The physical venue at 3 Greek Street houses a shop, bar, The Vault, and hosts regular tasting events.

Differentiator

Problem solved

Functional benefit

Brands

• Original Blend: Milroy's own blended whisky offering
• Heavily Peated
• Soho Selection
• Vintage Reserve
• Vintage Reserve Black
• Collaborative Bottlings

Products and services

• Milroy's Own Bottlings An exclusive house-label whisky line of single malts, blends, and reserve expressions bottled by Milroy's, targeted at whisky enthusiasts and collectors seeking bottlings not available elsewhere.
• Bespoke Bottlings Service A bespoke bottling service allowing trade clients such as bars, restaurants, and retailers to commission custom-labelled or private-cask whisky bottlings under their own brand or occasion.
• Tastings and Events Guided whisky tasting experiences and events hosted at the 3 Greek Street shop, targeted at enthusiasts, corporate groups, and gift purchasers seeking an in-person educational whisky experience.
• Gift Cards Digital gift cards in variable denominations that can be used to purchase whisky and spirits across the Milroy's product range, intended for gift purchasers and corporate gifting.
• Trade Accounts A dedicated B2B trade account programme for bars, restaurants, hotels, and independent retailers, providing ongoing wholesale access to Milroy's curated whisky and spirits range.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• GiftNoteminorOthersIntegrated gift messaging service embedded in the e-commerce platform enabling timed delivery of personalized messages with gift purchases. Powered by third-party gift messaging technology.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Market position

Strengths4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/milroys
• Facebookfacebook.com/milroysofsoho
• Instagraminstagram.com/milroysofsoho
• TikToktiktok.com/@milroysofsoho

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Milroy's of Soho