How quality and innovation shape EU spirits trends
The European Union is famed for its rich traditions and prized distilling heritage, with spirits from the region tapping into trends such as sustainability and hyper-localisation.
From the depths of the Arctic Circle to the sunshine of the Mediterranean, innovative distillers are crafting some of the most sought‐after spirits in the world. The European Union (EU) is home to a vast flavour spectrum of diverse drinks – so much so that exports totalled €9.07 billion (US$9.8bn) in 2023 according to data by Spirits Europe, making it the leading global spirits exporter.
This excellence has not come about by accident. The EU’s exacting regulations and renowned Protected Geographical Indication (PGI) and Protected Designation of Origin (PDO) systems have safeguarded the traditions and heritage of these spirits for generations. Celebrated spirits like Cognac PGI from France, Irish Whiskey PGI, and Polish Vodka PGI are famed for their authenticity, traditional craft and historical ingredients – all intrinsically tied to their respective regions.
These strongly ingrained, legally defined values don’t just guarantee authenticity and quality. They also construct a striking framework that enables these makers to innovate. And their creativity resonates with consumers across the world. PGIs and PDOs speak to the deeply held identities of these makers – and it is from this place that inventiveness flows. Such assuredness means that these distillers are able to uniquely respond to market trends and the ever evolving drinking habits of consumers.
“Brands that resonate most strongly with consumers are those that behave consistently and act from their values,” says Kristiane Sherry, spirits expert and advisor to the EU’s ‘More Than Only Food & Drink’ campaign. “EU spirits brands, especially those with PGI and PGO status, are uniquely equipped to build warmth, sentiment and trust with shoppers worldwide.”
Sherry has identified three key emerging spirits trends that EU makers are uniquely positioned to respond to, thanks to their quality, innovation and authenticity.
Savoury serves
Bartenders worldwide have reported increased consumer interest in savoury cocktails and botanical spirits. Gins, genevers and absinthes are being reinvented with new flavour variations and botanical blends. Distillers across Spain, France and Germany are all tapping into this with local herbs, flowers, seaweed and citrus inclusions. The results are the perfect ingredients for modern bartenders.
Low and no options
The low‐ and no‐alcohol movement is gaining traction across the EU and beyond as health conscious consumers and moderation focused drinkers demand lower‐ABV options without compromising on taste. Producers have responded by crafting innovative, alcohol‐free ‘spirits’ that retain complex profiles without the intoxicating side effects. This trend has also contributed to the resurgence of aperitifs, with Italian amaro, French Suze and German kräuterlikörs enjoying renewed popularity. When served with a mixer, they offer grown‐up sipping options with a fraction of the alcohol content.
Hyper-localisation
From whisky to brandy, vermouth and beyond, small‐scale producers across the EU are progressively showcasing local ingredients and traditional distillation methods. This has sustainability gains too, with local grains, grapes and botanicals cutting out road miles as well as showcasing local heritage. This trend perfectly aligns with the ethos of the PGI system, which celebrates the diversity and uniqueness of the continent’s regional spirits.
For more information about the EU’s ‘More Than Only Food & Drink’ campaign, visit www.enjoy‐its‐from-europe.campaign.europa.eu/united-kingdom/en.
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