European spirits exports decline amid trade tensions and market shifts

The European spirits sector is facing significant economic challenges, characterized by a 6% decline in export value between 2024 and 2025, totaling 8.26 billion euros. According to a report by spiritsEUROPE, this downturn is driven by geopolitical tensions, economic uncertainty, and international trade turbulence.

Key traditional markets have seen substantial decreases: exports to the United States fell by 9%, while exports to China dropped by 15% due to anti-dumping duties. The United Kingdom also experienced a 4% decline. Conversely, emerging markets show growth, with India increasing by 10% and South Africa by 30%, though these regions are not yet large enough to fully offset losses in established markets.

In Italy, the spirits market is showing similar signs of difficulty. Diageo Italia has significantly restructured, announcing the layoff of 96 employees and the transfer of the distribution for strategic brands Johnnie Walker and Bulleit to Montenegro. This follows a period where the company's workforce was reduced from over 500 employees to 127.