Authentic Spirits from Europe

Spirit drinks are produced in all EU countries, both for domestic consumption and export. The 44 spirit drink categories regulated at EU level & the +/- 250 Geographical Indications are a clear sign that the sector is deeply rooted in the European culture and tradition. They contribute to the positive EU trade balance.

The United States remain the number one export market. European GI spirits conquer more and more American consumers in search of expertise, know-how and authenticity.

In this highly competitive wine and spirits market, EU’s GI spirits volumes exported to the US remain centered on a few GIs like Cognac, despite the enormous potential of all the others.

Because they are well-positioned to match the consuming trends that shape the American market today – offering authentic production, qualitative products that defend sustainable values, and interesting ingredients to satisfy the vibrant cocktail scene - promoting them will create growth opportunities and unlock their potential.

Within the large offer of European GI spirits, Calvados has the most unlocked growth potential. In 2021, sales have even crossed a historic level in the US. Calvados is also a great illustration of a ‘farm to fork’ and sustainable category: it will therefore be used as a flagship category for this campaign.

Our campaign is based on 2 main objectives:

-> Create positive awareness and recognition of European GI spirits as authentic & sustainable products among the primary and secondary targets by developing their knowledge about the high-quality standards that apply to European spirits under GI using Calvados as a flagship example.

-> Increase export sales value and competitiveness of European GI spirits by increasing their distribution, availability and visibility using Calvados as a focus category.

A 360° strategy will be implemented on the leading spirits-consuming US States with a key European message around the slogan “Authentic Spirits from Europe".