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Spirits Europe strengthens support for on-trade

Trade body Spirits Europe has commenced phase two of its We Stand Ready campaign in support of the hospitality sector.

Spirits Europe
Spirits Europe is doubling down on its efforts to help the on-trade and spirits sectors recover

The campaign is calling for ‘reinvigorated discussions’ around recovery, resilience, hospitality and tourism.

Ulrich Adam, director general of Spirits Europe, said: “#WeStandReady demonstrates our determination to support Europe’s hospitality and tourism sectors and work together to achieve a complete, sustainable and resilient recovery.

“The spirits sector is an important partner, and we are determined to play our part in reinvigorating these crucial sectors.”

Over the last few months, Spirits Europe has advocated for a ‘safe, coherent and sustainable’ opening and operational framework for the hospitality and tourism industries.

The association said it would be ‘important to maintain the momentum’ of reopening in recent months – particularly as the challenges of winter approach.

Spirits Europe said businesses would need a continued supportive policy approach to help them operate safely, provide sustainable employment and get customers spending again.

Therefore, Spirits Europe is calling on Europe’s leaders to support hospitality businesses with guidance on how to operate safely and sustainably, to invest in the recovery of hospitality and tourism, and to develop a vision for long-term recovery, one that acknowledges the importance of the spirits industry in the recovery of European hospitality.

Adam added: “For nearly two years, hospitality and tourism have been on life support. Europe’s recovery plans will hopefully breathe new life into the sectors hardest hit by the pandemic.

“They are not yet ready to walk alone and need to know that we will not leave them behind. As part of the resilience and recovery facility, Europe should develop a clear vision for how the sectors can continue to recover.”

Spirits Europe launched the We Stand Ready campaign in March 2021, calling for coordinated action to help hospitality businesses reopen safely and ensure the long-term recovery of the sector.

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