Wherever you travel across Europe, there’s a different spirit in every place you visit.
And whether you sample one of the hundreds of geographically-specific products on site at a distillery or enjoy a glass in a bar, restaurant or at home, you’ll be discovering a spirit of tradition, a spirit of growth and a spirit of sustainability.
The first distillery to open a visitor centre for tourists was Glenfiddich in 1969. Fifty years on, spirit tourism is a fast developing trend, serving up unforgettable opportunities to savour the incredible diversity of spirit-making and the passion of the people behind it. Find your way to the authentic experiences spirit tourism now offers all around Europe.
Spirit tourism lets you discover how master distillers rely on centuries-old recipes and techniques to mix and blend their distinctive products, maintaining the perfection achieved by the craft of previous generations while also exploring innovative ways to create a never-ceasing flow of new, exciting products.
Spirit tourism is revitalising rural communities, as they come together to promote their region as a destination where visitors from all over the world can enjoy the richness of Europe’s cultural heritage – no fewer than 1.6 million spirit tourists visited France in 2018. Not just a spirit of growth, but growth in real terms.
Spirits producers are offering people a drink from empty bottles – by reusing them as glasses – or letting them drive with what they don’t drink – by recycling residues into renewables. Not just a spirit of sustainability, but sustainability in practice.