Earlier this autumn, spiritsEUROPE participated in the DG AGRI High-Level Mission to Brazil, led by Commissioner Hansen, to advance dialogue with Brazilian policymakers, EU representatives, and local industry partners, and to showcase the quality and diversity of European spirits. The mission highlighted the strategic importance of the EU-Mercosur FTA and the urgent need for its swift signature, ratification, and entry into force.
Once in place, the FTA will provide concrete benefits for EU spirits producers, including gradual tariff elimination, strengthened protection of geographical indications, and improved regulatory cooperation. The wine and spirits annex in the agreement contains practical measures to facilitate trade, including a dedicated sub-committee to monitor implementation, exchange information on regulatory developments, address trade irritants, and cooperate on combating illicit alcohol. These mechanisms provide a platform to tackle regulatory barriers and build stronger, more resilient trade between the EU and the Mercosur region.
During the mission, spiritsEUROPE engaged with Brazilian officials, European representatives, distributors, retailers, and hospitality operators, exploring the opportunities the Brazilian market offers for European spirits. Brazil’s growing appetite for premium and innovative products demonstrates the potential for market diversification and long-term competitiveness. Discussions also focused on how to unlock the full potential of the agreement once ratified, including enhancing GI protection, accelerating customs clearance, and reducing costs and red tape for exporters and importers.
Ratifying and implementing the FTA will mark the start of a new chapter: addressing technical barriers, raising market awareness, and creating value throughout supply chains and rural communities. As deliberations continue in the Council and European Parliament, spiritsEUROPE calls for a swift signature and ratification to enable the sector to fully realise the agreement’s potential, a timely Christmas wish for EU–Mercosur trade, offering new opportunities for growth and partnership in the year ahead.
