The Spirits Renaissance: How Western Europe’s Alcohol Market is Bouncing Back
Table of Contents
- The Spirits Renaissance: How Western Europe’s Alcohol Market is Bouncing Back
- The Spirits of Spain and France: A Tale of Whisky, Rum, and Gin
- The Rise of Premium Spirits in France: How Suntory is Leading the Charge
- Aperol: The Summer sensation Fueling Campari’s success
- The Rise of Apéritifs and Spirits in Europe: A Deep Dive into Emerging Markets
- Spirits in the Spotlight: From Film to Cocktail Menus
The Western Europe region has emerged from the shadows of pandemic lockdowns with an unquenchable thirst for spirits. From the bustling nightclubs of Spain to the beer gardens of Germany, the alcohol market is experiencing a fascinating conversion. While challenges like inflation and shifting consumer behavior persist, the spirits industry is proving its resilience, driven by premiumization, ecommerce growth, and a renewed appetite for social drinking.
Spain’s Spirits Revival: A Nightlife Powerhouse
Spain, with its vibrant nightlife and 240,000 on-trade outlets, stands as a beacon of recovery. Sébastien Mouquet, CEO of Pernod Ricard Iberia, notes, “The on-trade’s coming back, but it’s not yet at the level of pre-pandemic.” Despite a 10,000-outlet decline as 2019, Spain’s night-time economy remains robust, fueled by tourism and favorable weather.
However, inflation has left its mark. “The price of a ‘copa’ [glass] of Ballantine’s and cola has gone up by 16% in two years,” Mouquet explains. This has led to a subtle shift in consumer behavior,with partygoers opting for two drinks rather of three. Yet, spirits like whisky, gin, and rum continue to dominate, with whisky holding over 25% of the market.
The global spirits market is witnessing a narrowing premiumization trend. While agave-based spirits drove growth in 2023, the gin boom has waned, with key markets like the UK and Spain experiencing significant declines. According to a report, “gin volumes fell by 14% in the UK and 11% in spain from 2022 to 2023” Ecommerce: The New Frontier
The pandemic accelerated the rise of alcohol ecommerce, with the sector growing by over 40% in 2020 alone. While growth rates are expected to moderate, the channel remains a critical driver of change. As one analysis notes, “alcohol ecommerce value grew by over 40% in 2020 alone—compared with value growth of 12% in 2019 and 16% in 2021” [2]. For consumers, this means greater convenience and access to a wider range of products. For brands,it represents an opportunity to engage directly with customers and build loyalty through personalized experiences. Aperol, a key player in Campari’s portfolio, exemplifies the potential of strategic market penetration. Accounting for 24% of campari’s net sales, Aperol tracks its per-capita consumption relative to beer in key markets. In France,it represents 0.25% of beer consumption, while in Germany, it continues to gain traction [1]. This success highlights the importance of understanding local preferences and tailoring marketing strategies accordingly. Aperol’s vibrant branding and association with social gatherings have made it a staple in Western Europe’s drinking culture. | Trend | Impact | Example | As Western Europe’s spirits market continues to recover, brands must navigate a landscape shaped by economic pressures and changing consumer habits. The rise of ecommerce offers a promising avenue for growth,while premiumization demands innovation and quality. For consumers, the future holds exciting possibilities—from discovering new flavors to enjoying the convenience of online shopping. For the industry, the challenge lies in balancing tradition with innovation, ensuring that the spirit of celebration remains alive and well. What’s your take on the evolving spirits market? are you embracing premium brands or exploring new options online? share your thoughts and join the conversation! — When it comes to spirits, Spain and France are two of Europe’s most fascinating markets.While their preferences may differ, both countries share a deep gratitude for quality and tradition. From whisky mixed with Coke to the resurgence of gin, the trends in these nations reveal a dynamic and evolving landscape. Let’s dive into the stories behind the bottles and explore what makes these markets tick. Spain is a unique player in the global spirits market. while it ranks as the eighth most valuable export market for Scotch whisky, its consumption habits are anything but ordinary. In 2023, only 1.7 million bottles of single malt Scotch were shipped to Spain, a surprisingly low figure compared to the dominance of blended whiskies. why the preference for blends? According to industry experts,it’s all about how Spaniards enjoy their whisky. “The way the Spaniards like to drink their whisky with Coke is even true of premium 12-year-old blends like Chivas Regal,” explains a recent report. This cultural quirk has shaped the market, with blended whiskies reigning supreme. But there’s a twist. Ignacio Navarro, Diageo’s southern Europe marketing director for whisky, rum, and luxury, notes that “all standard whisky brands are losing market share to Johnnie Walker Red, which has been growing share for the last three years.” Navarro also highlights the rising popularity of Johnnie Walker Black Label, which is “becoming the drink of music festivals in Spain.” While whisky dominates, gin has had a rollercoaster ride in Spain.The category has faced challenges over the past few years, but there’s light at the end of the tunnel. Beefeater, Pernod Ricard’s flagship gin brand, is leading the charge. “Beefeater is stabilising and gaining market share again,” says a spokesperson. The brand’s recent innovations, including the alcohol-free Beefeater 0.0% and the thyme and lemon verbena-infused Beefeater Black, have breathed new life into its presence in Spain. These offerings cater to evolving consumer preferences,proving that even in a challenging market,innovation can spark growth. Across the border,France tells a different story. As the biggest export market for Scotch whisky by volume, France’s love affair with Scotch is undeniable. Though,the market’s dynamics are shifting. In 2023, Scotch shipments to France were worth £474 million (US$603 million), a 3% decline from the previous year. While bottled blends accounted for US$195 million, single malts edged ahead with US$213 million. Over the past decade, the value of blends has dropped by US$127 million, while single malts have surged by US$147 million. This shift reflects a growing preference for premium, high-quality spirits among French consumers. Single malts, with their rich flavors and artisanal appeal, are increasingly seen as a sophisticated choice, aligning with france’s reputation for culinary excellence. | Market | Key Trend | Notable Brands | Both Spain and France are integral to the global spirits industry, but their unique preferences highlight the importance of understanding local tastes. In Spain, the tradition of mixing whisky with Coke has shaped the market, while france’s embrace of single malts underscores a shift toward premiumization. For brands, the key to success lies in adaptability. Whether it’s launching alcohol-free variants or capitalizing on the growing demand for single malts, staying attuned to consumer trends is crucial. As we look ahead, the spirits industry is poised for further evolution.Will Spain’s love for blended whiskies continue, or will single malts eventually gain traction? Can gin’s resurgence in Spain inspire similar trends elsewhere? And how will France’s preference for premium spirits influence global markets? one thing is certain: the stories behind these bottles are as rich and complex as the spirits themselves.So,the next time you raise a glass,take a moment to appreciate the journey that brought it to your table. Call to Action: !House of Suntory The French spirits market is undergoing a fascinating transformation. As consumers increasingly gravitate toward premium offerings, brands like House of Suntory are stepping up to meet the demand.Anne Miller, Suntory Global Spirits’ General Manager for France, has been at the forefront of this shift since taking up her role in January 2023. Her mission? To establish Suntory as a leader in the premium whisky category within three years. But what does this mean for the French market, and how is Suntory navigating the challenges and opportunities of this evolving landscape? let’s dive in. The French spirits market has become increasingly polarized. On one end,there’s a growing demand for affordable options in the modern off-trade. On the other, consumers are seeking premiumization—higher-quality, artisanal spirits that offer a sense of exclusivity and craftsmanship. As Miller notes, “There is polarisation with a lower price per purchase on one side in the modern off-trade, but on the other, there are people seeking premiumisation.” This trend is reshaping the industry, with premium spirits carving out a significant share of the market. Suntory’s portfolio is a testament to its commitment to quality and diversity. From Japanese whiskies like Yamazaki, Hakushu, and Hibiki to American Bourbons like Jim beam and Maker’s Mark, the brand offers something for every discerning palate. Japanese whisky has been a standout performer in the premium category. According to Miller, “Japanese whisky makes up almost 40% of the value in the ‘prestige’ category and is forecast to grow at almost 30% compound annual growth rate (CAGR) until 2027.” This growth is driven by the exceptional craftsmanship and unique flavor profiles of brands like yamazaki and Hibiki, which have become favorites among connoisseurs. While Jim Beam remains Suntory’s top-selling brand in the modern off-trade, the company is also focusing on elevating Maker’s Mark. With its Classic and 46 expressions already available in French caves (independent liquor stores), Maker’s Mark is poised to capture a larger share of the premium Bourbon market. In the Scotch category, Suntory is doubling down on single malts. Laphroaig has a strong presence in the off-trade, while Bowmore is “on its journey of premiumisation,” as Miller puts it. Caves, or independent bottle shops, play a crucial role in France’s spirits ecosystem. These stores cater to a more discerning clientele, offering a curated selection of premium and rare spirits.However, they are not immune to economic pressures. Miller acknowledges that these bottle shops are “under cash pressure,” but she believes the squeeze is more pronounced in the wine sector. In fact, Nicolas, France’s largest chain of caves, has increased its shelf space for spirits—a clear indication of shifting consumer preferences. The on-trade sector, which includes bars and restaurants, has been slower to recover from the pandemic. While the value of sales is nearly back to 2019 levels, volume remains lower. “We are almost there in value, but not in volume, and I’m not sure we will be back,” Miller observes. However, she sees a silver lining: “What is quite good for France is maybe we have more connoisseurs.” This growing appreciation for premium spirits among French consumers bodes well for brands like Suntory, which are well-positioned to cater to this discerning audience. | Focus Area | Key Insights | As Suntory continues its journey of premiumization, the French market offers both challenges and opportunities. The rise of connoisseurs, the growing popularity of Japanese whisky, and the resilience of caves all point to a bright future for premium spirits. For consumers, this means access to an ever-expanding array of high-quality, artisanal options. For brands like Suntory, it’s a chance to redefine the spirits landscape and set new standards of excellence. So, whether you’re a seasoned whisky enthusiast or a curious newcomer, now is the perfect time to explore the world of premium spirits. Cheers to that! CTA: Ready to elevate your spirits experiance? Discover the exquisite range of House of Suntory whiskies and find your new favorite today.Image Credit: The Spirits Business As the sun climbs higher and the days grow longer, one iconic apéritif is poised to dominate summer soirées across Europe: Aperol. With its vibrant orange hue and refreshing bitterness, Aperol has become synonymous with leisurely afternoons and spirited celebrations. But this summer, the drink is set to shine even brighter, thanks to a perfect storm of seasonal demand and major sporting events. Aperol, a cornerstone of Campari Group’s portfolio, accounts for a staggering 24% of campari’s net sales. Its popularity is notably evident in key European markets like France and Germany, where its per-capita consumption is measured against beer. In France,Aperol’s consumption stands at 0.25% of beer, while in Germany, it’s at 0.2%. While these figures may seem modest, even the slightest uptick can translate into significant growth for the brand. This summer, Aperol’s appeal is being amplified by Europe’s season of sport. Germany is hosting the men’s European football championships, followed by the Paris Olympics in late July.These events are not just a boon for sports fans but also for brands like Aperol, which thrive on social gatherings and outdoor festivities. campari’s new CEO,Matteo Fantacchiotti,is optimistic about the opportunities these events present. “it is good for us,” he says. “We’re not sponsors, but we have plans. Our French team has been all over it to make sure that during the Olympics Aperol will be visible and activated in every corner of the city.” This strategic visibility is crucial.With millions of visitors expected in Paris for the Olympics, Aperol’s presence in bars, restaurants, and outdoor venues could significantly boost its consumption. The brand’s signature Aperol Spritz—a blend of Aperol, prosecco, and soda—is already a favorite among summer drinkers, and its association with leisurely, celebratory moments makes it a natural fit for the Olympic spirit. While beer remains a dominant force in the beverage industry, Aperol is steadily carving out its niche. The brand’s per-capita consumption in relation to beer highlights its growing influence. In France, where Aperol’s consumption is 0.25% of beer, and in Germany, where it’s 0.2%, even a small increase could signal a shift in consumer preferences. | Market | Aperol consumption (% of Beer) | This table underscores Aperol’s potential for growth. As more consumers seek lighter, more refreshing alternatives to beer, Aperol is well-positioned to capitalize on this trend. The Aperol Spritz has become more than just a cocktail—it’s a lifestyle. Its vibrant color and refreshing taste make it the perfect accompaniment to sunny afternoons and balmy evenings. The drink’s simplicity also adds to its appeal. with just three ingredients—Aperol, prosecco, and soda—it’s easy to prepare, making it a favorite for both home bartenders and professional mixologists. Moreover, the Aperol Spritz embodies the Italian concept of “aperitivo”—a pre-dinner ritual designed to stimulate the appetite and encourage socializing. This cultural resonance has helped the drink transcend borders, becoming a global phenomenon. As Aperol continues to grow, its success will depend on its ability to adapt to changing consumer preferences and market dynamics. The brand’s focus on visibility during major events like the Olympics is a smart move, but it will also need to innovate to stay ahead of the competition. Could we see new aperol-based cocktails or limited-edition flavors in the future? Only time will tell. But one thing is certain: Aperol’s bright orange hue will continue to light up summers for years to come. Ready to elevate your summer gatherings? Try an Aperol Spritz today and join the millions who have made it their go-to summer drink. Share your Aperol moments with us on social media using #AperolSummer—we’d love to see how you’re celebrating the season! The European spirits and apéritif market is undergoing a dynamic transformation, driven by shifting consumer preferences, innovative product launches, and the rise of no-and-low-alcohol alternatives. From Italy’s love affair with Aperol to Germany’s booming RTD (ready-to-drink) sector, the continent is a hotbed of opportunity for brands willing to adapt and innovate. In this article,we explore the key trends,markets,and strategies shaping the future of Europe’s spirits industry. the apéritif market in Europe has been on a steady upward trajectory for the past decade, but the pandemic acted as a catalyst, accelerating growth and reshaping drinking habits. As Tine Van Nevel, Martini’s European brand director, notes, “It has been in growth now for about 10 years, and Covid accelerated it.” The shift towards earlier drinking occasions is a defining trend. Van Nevel explains, “Everybody has a very busy life and wants to not only work but spend time with friends, and also perform again the next day. If you stay up after midnight, that performance becomes more tricky.” This has led to a surge in demand for lighter, more refreshing beverages like apéritifs, which are perfect for socializing without the next-day hangover. Italy remains the undisputed leader in the apéritif category, with Aperol dominating the scene. In 2023, Italy accounted for 28% of Aperol’s net sales, making it the brand’s largest market. The iconic Aperol Spritz has become a cultural staple, synonymous with Italian aperitivo culture. Germany is another critical market, representing 20% of Aperol’s net sales and experiencing an impressive 32.9% organic growth in 2023. The country’s appetite for innovation is evident in the rise of RTD products like Suntory’s -196˚C, a Japanese RTD brand that has gained popularity in Germany and the UK. While Italy and Germany lead the pack, the UK and Spain are emerging as key growth markets. Armina Demon, co-founder and COO of 9Meadows, highlights the potential in these regions: “As the category is growing quickly, we believe other European markets will develop traction as consumers gain awareness.” The no-and-low-alcohol trend is reshaping the spirits industry, with brands like Martini leading the charge. In 2020, Martini launched its zero-ABV Floreale and Vibrante expressions, tapping into the growing demand for non-alcoholic alternatives. Van Nevel observes, “The majority of consumers flip between alcoholic and non-alcoholic versions. There’s about a 70% overlap from what we see from our research in France.” This dual consumption pattern underscores the importance of offering versatile product lines that cater to both conventional and health-conscious consumers. Ready-to-drink cocktails are another major trend,with brands like Bacardi and Suntory capitalizing on the demand for convenience without compromising on quality. Bacardi’s recent launch of canned Bellini and Mimosa cocktails in Belgium is a testament to the growing popularity of RTDs. Tequila is making waves in Europe, particularly in the super-premium segment. According to IWSR Drinks Market Analysis,super-premium Tequila is expected to grow at a compound annual growth rate (CAGR) of 30% in southern Europe between 2022 and 2028. Diageo’s new European Agave Center of Excellence is a clear indicator of the category’s potential. Ignacio Navarro, a spokesperson for Diageo, emphasizes, “The opportunity is enormous. Our goal is to lead the acceleration of agave in the region.” Campari is also betting big on Tequila, with its Espolòn brand driving the popularity of the Paloma cocktail across Europe. The Nordic region is another area of growth, particularly in the on-trade sector. Søren Hansen, sales director at Bemakers, notes, “The on-trade sector in the nordics significantly influences demand in other channels, such as e-commerce and the off-trade.The thriving on-trade scene in larger Nordic cities is receptive to new, innovative products, giving new brands a good chance of establishing themselves here.” The European spirits and apéritif market is brimming with opportunities, driven by evolving consumer preferences and innovative product offerings. Here’s a quick summary of the key trends: | Trend | Key Insights | As the European spirits market continues to evolve, brands must stay agile and responsive to emerging trends.Whether it’s tapping into the no-and-low movement, expanding into new markets like the UK and Spain, or innovating with RTD products, the opportunities are vast. What’s your take on the future of spirits and apéritifs in Europe? Share your thoughts in the comments below, and don’t forget to explore Martini’s latest offerings or discover the story behind Aperol’s success. Cheers to the future of European spirits! the world of spirits is as dynamic as it is indeed diverse, weaving its way through culture, entertainment, and innovation. From the silver screen to the bar counter, spirits have become a central character in storytelling and mixology. Whether it’s a gin stealing the show at a prestigious bar event or a cocktail menu redefining the art of drinking, spirits continue to captivate audiences worldwide. Let’s dive into the fascinating intersections of spirits in film, TV, and modern mixology. Spirits have long been a staple in cinematic storytelling, frequently enough symbolizing sophistication, rebellion, or even danger. From James Bond’s iconic martini to the whiskey-fueled drama of Mad Men, spirits have played pivotal roles in shaping narratives and characters.according to The Spirits Business,the top 10 spirits featured in film and TV include unforgettable moments like: These moments not only highlight the cultural significance of spirits but also influence real-world drinking trends. After all, who hasn’t ordered a martini “shaken, not stirred” after watching Bond? While spirits shine on screen, they also make waves in the real world. Take, for instance, Mataroa Gin, which recently stole the spotlight at the Roma Bar show. This greek gin, known for its unique blend of Mediterranean botanicals, showcased its versatility and craftsmanship at one of Europe’s most prestigious bar events. The Roma Bar Show is a hub for innovation, where bartenders and brands come together to push the boundaries of mixology. Mataroa Gin’s presence not only highlighted its exceptional quality but also underscored the growing global appreciation for craft spirits. Innovation in the spirits industry isn’t limited to the bottle—it extends to the glass. At Lyaness,a trailblazing bar in London,the menu is a testament to the art of reinvention. By introducing new core ingredients, Lyaness has created a cocktail experience that’s both familiar and groundbreaking. “The Lyaness menu features new ingredients that challenge traditional notions of mixology,” notes The Spirits Business. From unexpected flavor pairings to avant-garde techniques, Lyaness is setting a new standard for what a cocktail can be. What makes spirits so compelling is their ability to transcend boundaries—whether it’s through a memorable film scene, a standout bar event, or an innovative cocktail menu. They’re not just drinks; they’re storytellers, cultural markers, and catalysts for creativity. | Spirits in Focus | Where They Shine | As the spirits industry continues to evolve, one thing is clear: its influence is far-reaching. Whether you’re a film buff, a cocktail enthusiast, or simply someone who appreciates a good drink, there’s no denying the magic of spirits. So, what’s your favorite spirit moment? Is it a classic film scene, a groundbreaking cocktail, or a standout bar experience? Share your thoughts and join the conversation about the ever-evolving world of spirits. Explore more about the fascinating world of spirits and their cultural impact by diving into the links above. Cheers to the stories we sip and the moments we savor! European Spirits Market: Expand on the UK and Spain: Provide specific examples of brands or trends driving growth in these markets. Are ther any unique cultural factors contributing to their rise? RTD Cocktails: Explore the factors driving this trend beyond convenience. Are there specific flavor profiles or target demographics driving RTD popularity? Tequila’s European ascent: What are the specific reasons behind Tequila’s growth in Europe, especially in the super-premium segment? Spirits in Film and TV: Beyond the Top 10: Expand your list to include more diverse examples across different genres and eras. The Impact of Product Placement: Discuss how the inclusion of spirits in film and TV can influence consumer behavior and brand perception. The Rise of “Spirits Tourism”: Many distilleries are now popular tourist destinations. Discuss the connection between on-screen depictions and real-world experiences. overall: Add Visuals: Images of iconic cocktails, memorable film scenes, and European spirit brands would enhance the article’s visual appeal. Include Quotes from Industry Experts: Interviews with bartenders,brand ambassadors,or cultural commentators could add valuable insights and perspectives. Call to Action: Encourage readers to explore further by providing links to relevant resources, recipes, or brand websites. Connecting the Two: * Crafting a Narrative: Consider weaving the two themes together more explicitly. For example, you could explore how the rise of no-and-low options is reflected in film and TV, or discuss how the popularity of Tequila in europe might influence its portrayal in future productions.Aperol’s Success story: A Case Study in Market Penetration
Key Trends in Western Europe’s Spirits Market
|————————–|—————————————————————————-|—————————————————————————–|
| Premiumization | Shift toward higher-quality, artisanal spirits | Decline in gin volumes, rise in agave-based spirits |
| Ecommerce Growth | Increased convenience and access for consumers | 40% growth in alcohol ecommerce value in 2020 |
| Inflation Effects | Reduced consumer spending on nightlife | 16% price increase for Ballantine’s and cola in Spain |
| Market Penetration | Strategic localization of brands | Aperol’s 0.25% share of beer consumption in France |The Road Ahead: Opportunities and Challenges
This article is inspired by insights from The spirits Business,The IWSR, and The Spirits of Spain and France: A Tale of Whisky, Rum, and Gin
Spain: A Whisky Lover’s Paradise with a Twist
Gin’s Comeback Story
france: The Land of Single Malts
A Snapshot of Key Trends
|——————-|——————————————————————————-|———————————-|
| Spain | Blended whiskies dominate; gin stabilizes with innovative offerings | Johnnie Walker, Beefeater |
| France | Single malts rise in popularity; blends decline | Chivas Regal, Glenfiddich |
The bigger Picture
What’s Next for the Spirits Market?
Curious about the latest trends in the spirits world? Explore more insights on The Spirits Business and discover how global markets are shaping the future of your favorite drinks. Cheers!
Image Credit: The Spirits Business
The Polarization of the Spirits Market
Japanese Whisky: A Rising Star
Bourbon and Scotch: Expanding Horizons
The Role of Caves in France’s Spirits Market
The On-Trade: A mixed Recovery
Key Takeaways: Suntory’s Strategy for success
|————————-|———————————————————————————|
| Premiumization | Suntory is leveraging its premium portfolio to meet the growing demand for high-quality spirits. |
| Japanese Whisky | With a 40% share in the prestige category, Japanese whisky is a major growth driver. |
| Caves | Independent bottle shops remain a vital channel for premium spirits, despite economic pressures. |
| On-Trade Recovery | While value has rebounded, volume remains below pre-pandemic levels. |
Aperol: The Summer sensation Fueling Campari’s success
aperol’s Rise to Prominence
The Perfect Summer Storm
Aperol vs. Beer: A Growing Rivalry
|————–|———————————|
| France | 0.25% |
| Germany | 0.2% | Why Aperol Spritz is the Ultimate Summer Drink
Looking Ahead: Aperol’s Future
The Rise of Apéritifs and Spirits in Europe: A Deep Dive into Emerging Markets
The Apéritif Boom: A Post-Pandemic Phenomenon
Key Markets Driving Growth
Italy: The Heart of Apéritif Culture
germany: A Hub for Innovation
The UK and Spain: Emerging Powerhouses
The No-and-Low Revolution
The RTD Revolution: Convenience Meets Quality
Tequila’s European Ascent
nordic Markets: A Gateway for innovation
Key Takeaways and Future Outlook
|————————–|———————————————————————————|
| Apéritif growth | Accelerated by the pandemic,with Italy and Germany leading the charge.|
| No-and-low Alcohol | Dual consumption patterns, with 70% overlap between alcoholic and non-alcoholic.|
| RTD Cocktails | Rising demand for convenience, with brands like Bacardi and Suntory leading. |
| Tequila’s Rise | Super-premium Tequila expected to grow at 30% CAGR in southern Europe. |
| Nordic Innovation | On-trade sector driving demand for new and innovative products. |
Final Thoughts
Spirits on Screen: Top 10 Iconic Moments in Film and TV
Mataroa Gin Takes Centre Stage at the Roma Bar Show
Lyaness: Redefining Cocktails with New Core Ingredients
The Intersection of spirits and culture
|—————————-|——————————————|
| Mataroa Gin | Roma Bar Show |
| Vesper Martini | Casino Royale |
| Lyaness Cocktails | Innovative Mixology |
Raise a Glass to the Future of Spirits
This is a great start to an article discussing the European spirits market and the role of spirits in popular culture. Here are some thoughts and suggestions to further develop this piece:Related posts:
