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Expression of interest: Be Spirits 2027


Be Spirits – premier international trade event fully dedicated to the spirits industry with focus on what’s next for cocktails, premium spirits brands and mixology.


Date: Monday to Wednesday, 15 - 17 February 2027
Location:  Paris – Porte de Versailles
Website: For further information on Be Spirits, visit the show website

For more information, contact: freddy.dutoit@austrade.gov.au

About Be Spirits

The Australian Trade and Investment Commission (Austrade) and our state government partners invite you to participate on the Australian booth at Be Spirits taking place in Paris (15 - 17 February 2027).

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. The Australian stand will be a bespoke/custom built Nation brand design with a target size of 50 SQM.

Why you should participate 

  • 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 advice on how to successfully operate in this market.

Spirits opportunities in Europe 

  • Category structure differs per country because Europe is not a single spirits market. It is a set of mature national markets with different drinking traditions, but this also means that Europe remains attractive because demand is supported by established consumption habits and a strong trade culture

  • 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: market entry is premium whisky in France and Germany, aperitif and cocktail spirits in France and Italy, while white spirits and gin led growth in several western European markets

  • The market in France is led by whisky, white spirits in the UK, rum growth in France and Italy, while Germany shows strength in liqueurs and white spirits.

  • Premium spirits are expected to reach $102.9 billion US 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 


Important information 

If you are considering this tradeshow, Austrade recommends that you consult ‘Smartraveller’, the Australian Government's travel advisory service, which is available at www.smartraveller.gov.au. Travel advice is updated regularly on this site.  

Please note that Austrade will only work with clients that maintain appropriate business ethics and demonstrate a commitment to legal obligations including anti-bribery laws, both in Australia and overseas markets. Review further information on anti-bribery here.

 

Please note that the expression of interest in NOT yet an official registration to Be Spirits 2027. Austrade will evaluate all expressions of interest submitted. We will reach out to you to confirm your eligibility, as well as provide information on the next steps for registration and confirmation of participation.

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