The More Than Only Food & Drink campaign brought the diversity, authenticity and quality of EU spirits to Bar Convent London (BCB) on 11–12 May 2026. As one of the UK’s leading trade events for the bar, hospitality and drinks industries, BCB provided an ideal platform to engage with bartenders, bar owners, buyers, distributors and other drinks professionals interested in discovering premium spirits from across Europe.
Located in a high-traffic area of the exhibition, the campaign stand showcased 34 products representing all 27 EU Member States, with a particular focus on spirits carrying Protected Geographical Indication (PGI), Protected Designation of Origin (PDO) and Organic certifications. Alongside spirit tastings, visitors were introduced to carefully selected EU food pairings and garnishes, highlighting the diversity and heritage of European products.
Showcasing Europe’s diverse spirits heritage
Throughout the two-day event, visitors had the opportunity to discover a wide range of distinctive European spirits, including Vermouth di Torino PGI from Italy, Pálinka PGI from Hungary, Vodka of Finland PGI, Organic Irish Whiskey PGI, Swedish Aquavit PGI, Masticha of Chios PGI from Greece, Oude Genever PGI from the Netherlands and Rum da Madeira PGI from Portugal. Experts on the stand shared insights into the origins, production methods and unique characteristics of these products, helping attendees better understand the value of Europe’s quality schemes and regional traditions.
Cocktail sessions bring EU Spirits to life
A highlight of the activation was the series of cocktail-making sessions led by campaign spirits advisor Kristiane Westray and expert mixologist Jakub Ruzicka. Four sessions held across the two days demonstrated how EU spirits can be incorporated into contemporary cocktail trends while retaining their authentic regional identities. Visitors learned how EU products can offer distinctive flavours and compelling stories that help businesses differentiate their drinks menus and meet growing consumer demand for authenticity and provenance. The sessions also proved highly effective in raising awareness of lesser-known European spirits and the quality schemes that underpin them.
Strong engagement from UK trade professionals
Feedback from attendees was overwhelmingly positive. All surveyed visitors rated the stand design and presentation positively, while 100% of participants rated the drinks and pairings offered as “very good”. Importantly, 92.3% of respondents reported that the campaign had increased their likelihood of engaging with EU spirits, while 84.6% said they were likely or very likely to increase their engagement with EU spirits in the near future.
Through direct engagement with industry professionals, immersive tastings and educational cocktail demonstrations, the More Than Only Food & Drink campaign once again highlighted the richness and diversity of Europe’s spirits sector. The strong response from attendees reinforced the growing interest in premium EU spirits and confirmed the value of showcasing these products to the UK trade audience.
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