Global Victoria, in partnership with Austrade, invites export-ready Victorian spirit companies to join its Be Spirits Paris 2027 trade mission.
About Be Spirits Paris
Be Spirits is the international trade event fully dedicated to the spirits industry and takes place in tandem with Wine Paris, which will be taking place on the same exhibition ground, attracting an international audience of professional beverage buyers. Be Spirits is a global hub of discovery, connection and creativity for brands of spirits, saké, cider, RTD drinks and low/no-alcohol alternatives, all in one place.
Last year Wine Paris and Be Spirits attracted over 17,000 professional visitors (+25%) from over 135 countries, with 40% of visitors active in wholesale, distribution or import; 18% in retail and 11% in the out of home market.
What types of businesses should apply?
Global Victoria encourages applications from Victorian companies that:
- are active in spirits, ready-to-drink (RTD) cocktails, liqueurs or mixology
- are currently exporting or are export-ready with an understanding of EU market requirements. The EU is a mature and competitive sophisticated market
- are compliant with EU and UK regulations (including labelling and taxation rules)
- can present their products on the Australian booth in person or with an in-market representative
- can confirm their commitment to report any sales achieved as a result of participation at Be Spirits to Austrade for internal performance reporting purposes. Any collected information is commercial in confidence
Why you should apply?
Be Spirits is a unique meeting place for importers, distributors, retailers, out-of-home buyers and on-trade professionals to discover a curated mix of established brands, craft producers, and emerging players.
- Stand out as part of the Australian presence with its distinctive branding
- Network with French and international buyers and professionals
- Explore new trends, meet distillers and brewers from around the world, and discover what’s driving growth across spirits, mixology and hospitality
- Receive on-the-ground assistance from Austrade and Global Victoria
Why Europe?
Europe is not a single spirits market, but a collection of mature national markets with distinct drinking traditions. These established consumption habits and strong trade networks continue to support demand across the region.
The opportunity in Europe for spirits is significant, with 25 million hectolitres of spirits sold in the EU annually – valued at €37 billion (source: spiritsEUROPE).
Growth is expected to come from premiumisation. Key opportunities include premium whisky in France and Germany, aperitif and cocktail spirits in France and Italy, and white spirits and gin across several Western European markets.
Consumer preferences vary across Europe. Whisky leads the French market, white spirits dominate in the UK, rum is growing in France and Italy, and Germany shows strong demand for liqueurs and white spirits.
Premium spirits are expected to reach US$102.9 billion by 2030 or 9.3% CAGR between 2024 and 2030.
Europe’s spirit consumption is projected to increase from 1.326 million litres in 2022 to 1.350 million litres in 2027. This growth is primarily driven by the increasing demand for premium products and the expanding cocktail culture, which appeals to younger demographics and urban consumers.
The spirits category also benefits from the recovery of tourism and the revitalisation of on-trade channels, as consumers continue to show a growing willingness to pay premium prices for authentic and high-quality experiences.
The spirits sector is also capitalising on innovation in the ready-to-drink (RTD) segment to fuel growth. (Source: Mordor Intelligence).
Support from Global Victoria
Global Victoria, as a state partner, will be part of the Team Australia pavilion and provide on-the-ground support for Victorian companies.
As state partner and part of our contribution, for successful Victorian applicants, Global Victoria will offset the Austrade participation fee.
It’s important to note:
Registrations for this program are being managed by Austrade. Applicants will need to adhere to Austrade on-boarding requirements and any subsequent terms and conditions.
What's not included?
It is the delegates' responsibility to pay for their own travel expenses, including:
- Airfares
- Visas
- Accommodation
- Insurances
- Samples and freight costs
- Transport costs, such as taxis, Ubers, and public transport
- Costs incurred outside of trade mission activities, such as meals and external activities
Contact us
For more information about this trade mission, connect with Sarah May, Victorian Trade Manager, Beverage Exports