Europe’s spirits industry is gathering in Brussels from Monday for the first Spirit of Life Week, bringing producers, policymakers, hospitality representatives and industry leaders together at a time when the sector faces growing debates over trade, competitiveness, regulation and responsible consumption.
Running from 7 to 10 September at Bump, on Place du Luxembourg opposite the European Parliament, the event is organised by spiritsEUROPE, the European association representing the spirits sector.
The four-day programme combines political discussions, networking and interactive experiences, addressing agriculture, trade, responsible consumption, hospitality and tourism, while Belgium will take centre stage as host of the inaugural edition.
The event also comes amid a change of leadership at spiritsEUROPE. In June, Patrick Piana, Managing Director Europe at Campari Group, was elected President for a two-year term, succeeding Rémy Cointreau executive Ian McLernon.
Piana has placed competitiveness, sustainability, international market access, digital consumer information and responsible drinking among the priorities for his mandate, while also calling for greater recognition of the industry’s contribution to agriculture, local communities, hospitality and tourism.
The association’s Director General, Mark Titterington, is also relatively new to the organisation, having taken office in September 2025 following a career largely focused on the agri-food sector, public policy and sustainability.
Trade high on political agenda
Spirit of Life Week takes place against a complicated international trade environment for European distillers.
Much of spiritsEUROPE’s political activity in recent months has focused on transatlantic trade and its campaign for a return to reciprocal zero tariffs on spirits between the European Union and United States.
The association has been pushing for EU spirits to receive equivalent treatment in the US market, arguing that restoring the previous “zero-for-zero” arrangement would support producers, investment and hospitality businesses on both sides of the Atlantic. In May, following a European Parliament vote on the EU-US trade deal, spiritsEUROPE called for swift implementation.
At the same time, the organisation has strongly backed the EU’s broader push to diversify international trade, welcoming agreements with India, Mercosur and Australia. The EU-India agreement is particularly significant for the industry, with spiritsEUROPE describing it as a “game changer”. Under the deal, tariffs on EU spirits, previously as high as 150%, will be halved upon entry into force before gradually falling to 40%.
Public health represents another politically sensitive area. The organisation says the industry’s future should be based on quality and responsible appreciation rather than increasing alcohol consumption. It has promoted education, awareness and targeted interventions to tackle harmful drinking, while opposing broader measures such as advertising bans and tax increases.
Those debates will feature prominently during Spirit of Life Week. A Tuesday session entitled “All in Moderation” will examine responsible consumption, while further discussions will address agriculture and the industry’s place in European society.
European Commissioner for Agriculture and Food Christophe Hansen is among the political figures expected to participate, delivering a keynote address on Wednesday during a discussion about the relationship between spirits, European farming and the wider agri-food economy.
Belgium in the spotlight
As host country of the inaugural edition, Belgium will be showcased during Monday evening’s opening reception. Visitors will be able to meet Belgian distillers and discover local products, family traditions and craftsmanship.
Participating Belgian producers include Filliers, FX de Beukelaer, known for Elixir d’Anvers, and the Ferme de Mont-Saint-Jean distillery in Waterloo.
Monday’s programme will also look at the role of conviviality in European society and the importance of cafés, bars, restaurants and other hospitality venues as places for social interaction.
From distilleries to tourism experiences
Tourism will receive a dedicated place on the programme on Thursday, highlighting another dimension of the industry’s economic footprint.
Distilleries, spirits museums, tasting routes, cocktail culture and other drinks-related experiences increasingly form part of Europe’s tourism offer, connecting local products with destinations, heritage and hospitality.
The discussion will bring together Eduardo Santander, Executive Director of the European Travel Commission; Serge Guillou, Vice-President of the International Bartenders Association; Camille Delpoux of Maison Ferrand; and Edward Martin, Master Distiller and Brewer at Ferme de Mont-Saint-Jean.
Spirit of Life Week therefore arrives in Brussels as more than an industry showcase. By locating the event next to the European Parliament and combining tastings and craftsmanship with discussions on trade, agriculture, public health and tourism, Europe’s spirits producers are also making their case about the sector’s place in European economic and social life.
