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Explore our spirited Europe in 4 steps

Explore our spirited Europe in 4 steps

Promoted content by DIAGEO, a global spirits and beer producer, as part of their global efforts to promote positive drinking and moderate consumption so we can all celebrate life every day, everywhere.

The quality and heritage of spirit drinks in Europe are like nothing you will find elsewhere. Rooted in the culture and history of many European regions, for centuries spirits have been a cornerstone of everyday life and celebrations between family and friends.

But how much do you really know about the role of spirits in our society? Here are some discoveries to make about spirits in Europe:

1. Spirits are an important part of Europe’s cultural heritage

From Irish Whiskey to French Cognac, Polish Vodka to Dutch Genever – there are over 240 unique distilling traditions protected by EU Geographical Indications, that are deeply rooted in local cultures and economies across Europe.

Using the finest local ingredients to perfect the art of distillation, spirits are ingrained in all European landscapes. From the pears of Verlaine to the Sicilian lemons in Catania, Scandinavian juniper berries to Bavarian wheat and barley, spirits are proud products of Europe’s best fruits and grains.

2. Spirits create over 1.2 million direct jobs across Europe

Renowned for their quality and expertise, European spirits are one of the EU’s top agri-food exports and create over 1.2 million jobs in communities across the continent. Amongst these are generations of European distillers, who have spent centuries refining and innovating their local distilling traditions.

European distillers are known for their intricate knowledge of the distillation process, and their work showcases true mastery of craft, often bridging rich traditions with new ideas.

Each spirit requires its own unique distilling process to showcase its unparalleled quality and taste. For example, did you know that Walloon Genever is distilled from Belgium’s finest local cereals, juniper berries, and hop cones in copper stills?

3. Spirits like beer and wine are important to European cultures, yet distillers face unique challenges among drinks producers

Distillers face bigger production hurdles than beer and wine producers – they do not receive the same government support as other alcohol sectors to grow their business, to innovate and to reach consumers.

They also pay higher taxes for the output of their work (known as excise tax) than beer and wine producers. This means that a standard drink of gin carries 2.5x the duty of a standard drink of beer (as an EU average).

4. Moderation is key for all drink types

A standard drink of a spirit, wine or beer all contain the same amount of alcohol*. In fact, there is no drink of moderation, only a practice of moderation.

Unequal treatment of spirits has negative consequences for consumers, distillers, retailers, and bar owners. That is why it is important to level the playing field, starting by learning more about spirits and their invaluable contribution to Europe’s distilling heritage.

Why stop here on your journey into the diversity and value of spirits in Europe? Learn more about spirits here.

*Based on 250ml of beer at 5% ABV, 100ml of wine at 12% ABV and 30ml of spirit drink at 40% ABV


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