1. How did you get into spirits?
I had the opportunity to work in the European Commission’s DG AGRI in the late 90s, which gave me valuable insights into the agricultural sector. When the assignment ended, it felt natural to leverage this experience and stay within the agri-food sector. I joined the European wine association CEEV shortly afterward and then moved to Bacardi as a consultant in 1999. Over time, I became more involved with the company and transitioned in-house in 2005. It has been an enriching journey that has allowed me to combine my professional skills with my passion for this vibrant industry.
2. What is your role as Chairman of the Economy & Taxation Committee of spiritsEUROPE?
As Chairman, my role is to support the spiritsEUROPE Secretariat in identifying priorities for the sector and providing strategic direction. I help steer discussions and ensure alignment among our members to move forward with the right strategy. During committee meetings, I also work to ensure that execution plans are solid and meet our goals for promoting and defending the spirits sector.
3. What are the current challenges and opportunities for the spirits sector regarding taxation of spirits drinks in Europe?
One of the main challenges is to stop or mitigate the rise of excise duties, which are becoming more than ever a revenue killer for brands and companies. Another challenge is managing regulatory developments at the EU level, where we are seeing increasing intrusion of the “health dimension” into tax policy. However, there are also opportunities, such as pushing forward the equivalence between beer, wine and spirits in taxation agenda, to create a fairer and more balanced taxation framework for spirits across Europe.
4. When meeting with Stéphane Séjourné, the new Commissioner in charge of Prosperity and Industrial Strategy, what would be your top 3 wishes?
Good question! First, I would ask for recognition of the socio-economic contribution of the spirits sector to the European economy, highlighting its importance for jobs, trade, and growth. Second, I would emphasize the cultural and historical significance of spirits and urge the Commissioner to protect the sector from unfair narratives promoted by anti-alcohol advocates. Lastly, I would encourage a balanced and evidence-based approach to any new regulations, ensuring they support growth and innovation rather than imposing unnecessary burdens on the industry.
5. What's your favourite cocktail for the New Year?
Negroni, as always! It's a timeless classic that never disappoints. But I must admit, Margaritas are also a great alternative when I'm in the mood for something a bit different. It’s all about the occasion!
