The More Than Only Food & Drink campaign brought the vibrant spirit of European gastronomy to life at the Food & Drink Expo 2025, held from 7–9 April at the NEC in Birmingham. Trade visitors embarked on a sensory journey across the European Union for three dynamic days, discovering the exceptional diversity, quality and authenticity of EU beers, spirits, and traditional food pairings.
The campaign stand featured 63 carefully selected products from all 27 EU Member States. From bitter IPAS to smooth vodkas and refined liqueurs, the selection highlighted the unique craft of small and medium-sized EU producers. These drinks were expertly paired with artisan cheeses, cured meats, and regional baked goods, creating memorable moments for every visitor.
Visitors were guided by four leading experts: beer writer and broadcaster Mark Dredge, spirits specialist Kristiane Sherry, wine and cheese educator Mike Knowlden, and beverage expert David Thompson. Their storytelling and enthusiasm helped contextualise the drinks through the lens of EU quality schemes – Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), and the Organic label – and promoted the campaign’s core values of safety, quality, authenticity and sustainability.
A Journey Through Europe’s Beers
Mark Dredge hosted a well-attended masterclass titled "Discovering unique and lesser-known beers and beer styles from EU Member States, along with their unexpected pairings." He took the audience on a tour of Europe’s brewing heritage, with standout samples like a French organic beer, German Kölsch PGI, and an Austrian Doppelbock. Each was served with surprising pairings such as Nürnberger Lebkuchen PGI from Germany and Bresaola della Valtellina PGI from Italy.
The Story Behind Europe’s Spirits
Spirits expert Kristiane Sherry led the seminar "Why EU Spirits Are Trusted for Quality and Authenticity." Attendees learned about the traditions and geographical indicators that protect over 250 spirits across the EU, from Polish Vodka PGI to Portuguese Rum da Madeira PGI. Tasting highlights included Armagnac PGI from France and Vermouth di Torino PGI from Italy, each paired with delicacies like Taleggio PDO from Italy and Gyulai kolbász PGI from Hungary.
Positive Impact and Lasting Impressions
The campaign left a strong impression on attendees. According to stand surveys, 91% of respondents said their perception of EU beers and spirits had improved after visiting. The feedback from both the masterclass and seminar confirmed a growing appreciation for the diversity and integrity of EU products.
The More Than Only Food & Drink campaign continues its mission to showcase the best that Europe has to offer to UK food and drink professionals. After a successful appearance at IFE London in March, the Birmingham Food & Drink Expo further cemented the EU’s position as a global leader in high-quality, sustainable food and beverage production.
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