The More than Only Food & Drink campaign brought the exceptional diversity of European spirits to Edinburgh on 18 November 2025, partnering with The Spirits Business to deliver an engaging and insightful masterclass for the UK on-trade and hospitality sector. Held at the historic Riddle’s Court on Edinburgh’s Royal Mile, the event welcomed 42 bartenders, buyers, drinks professionals and industry enthusiasts - more than double the original target - demonstrating the UK industry’s strong appetite for learning more about high-quality EU spirits.
Exploring Europe’s Spirit-Making Traditions
Led by campaign spirits ambassador Kristiane Westray, the session introduced participants to six distinctive EU spirits, each presented with a complementary EU pairing. From the Finnish Suomalainen Vodka PGI and Genièvre PGI from Netherlands to Armagnac PGI from France, Ouzo PGI from Greece, Organic Irish Whiskey PGI and the lesser-known Pálinka PGI from Hungary, the tasting offered a deep dive into the craftsmanship, quality schemes and traditions behind these products. Kristiane guided attendees through key tasting techniques - nose, palate and finish - while explaining the stories and terroirs that set each spirit apart.
Guests also learnt about the EU’s Protected Designation of Origin (PDO), Protected Geographical Indication (PGI) and Organic certifications, enabling them to better understand product authenticity and provenance.
Hands-On Creativity
Following the formal tasting, the room transformed into an interactive highball station. Participants created their own cocktails using EU spirits - such as a Genièvre Highball with lemonade or an Ouzo Highball with orange juice - experimenting with garnishes and mixers while discussing how these spirits could feature on menus, drinks lists and seasonal offerings. This activity sparked conversation, curiosity, and innovative thinking around product versatility.
Outstanding Feedback and Strong Interest in EU Spirits
The masterclass received outstanding feedback, with 100% of participants rating the information as “very good” or “good” and 96.6% giving the same rating for the spirits tasted. All attendees said their perception of lesser known “hidden hero” EU spirits had improved, underscoring the value of showcasing products less familiar to the UK market. Nearly 90% reported they were likely or very likely to increase their engagement with EU spirits, with many planning to recommend, stock, purchase or even import them. Participants also identified barriers, including access, distribution and cost, providing useful insights for future trade engagement.
Supporting the UK Drinks and Hospitality Sector
The collaboration with The Spirits Business strengthened the campaign’s mission to connect UK professionals with Europe’s exceptional food and drink products. With 13 Member States represented across the spirits and pairings showcased, the event highlighted the breadth of Europe’s distilling traditions and the opportunities they offer for differentiation, innovation and premium menu development.
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