Promoting European genever in the United States

Spirits NL is the Dutch trade association of producers and importers of distilled spirits. Spirits NL wish to execute a three year promotion campaign to promote European genever in the United States (US).Genever has a rich history in the United States and was the most consumed cocktail spirit at the end of the 19th century, and at the beginning of the 20th century. Prohibition (1920) and two World Wars (causing grain shortages) spelled the eventual demise of the genever trade in the US. As genever was once a thriving category, and cocktail culture is experiencing something of a resurgence, Spirits NL believe that this is the right time for a comeback.The promotion of European Genever is important for the European Union, as Genever is a spirit with a protected geographical indication. Europe provides the protection of certain geographical names which are linked to a particular territory, with the aim to protect traditional production methods and to ensure the quality of the product. Through this promotional campaign the high quality and rich culture of European Genever will be highlighted, further strengthening the market position and perception of other EU products with high quality and rich cultural significance.The following key message will be communicated:European Genever has a very rich history, with the development of the product dating back more than 350 years, and in the past was more dominant in the US cocktail culture, similar to the place gin has today;European Genever has a protected geographic indication today, evidencing both the quality and unique character that European provenance gives to this product;European Genever is made with traditional, craft, artisanal production methods, has a unique superior quality taste, and an incredible range of products across its various categories;European Genever is one of the most versatile cocktail spirits, with a strong association with classic and modern cocktails because of its added depth of complexity and its similarities to both gin and whisky.www.spiritsnl.nl