Introduction

European spirits success is based to a huge degree on tradition, know-how and secret recipes handed down through generations.  The existing 46 spirit categories like rum, whisky, vodka, etc and the +/- 240 geographical indications (GIs) registered in Europe, such as Cognac, Irish Whiskey, Polish Vodka, etc… are clear indications of a sector rooted in culture and tradition.  The net result?