Bord Bia secures €3m EU funding for spirits promotion in Asia
The European Commission has awarded €3 million to Bord Bia to support a three-year campaign promoting European Geographical Indication (GI) spirits in Japan and India.
The Spirits of Europe campaign, co-funded under the EU's Simple Promotion Programmes, will commence in 2027.
It will primarily target distributors, wholesalers, on-trade decision makers, and bartenders.
The campaign aims to build and strengthen awareness and competitiveness of European GI spirit drinks – particularly Irish Whiskey - to drive export growth in Japan and India.
It also aims to increase target audiences through trade media, key opinion leaders and influencers.
Bord Bia
Minister for Agriculture, Food and the Marine, Martin Heydon welcomed EU recognition and financial support for the Bord Bia programme to raise awareness of European GI Spirit Drinks across Japan and India.
"With the on-going global market uncertainty, it is programmes like this that will support market diversification to these countries which have high growth potential.
"This programme will help build on the development work that has already been carried out by my department, Bord Bia and the industry as part of a combined process to increase market share in these countries.
"Along with the efforts of Bord Bia in preparing the submission, I also want to commend the Irish spirit drinks industry for their positive input and collaboration in the co-funding of the national element of this programme," he said.
Jim O’Toole, Bord Bia chief executive, said the industry should be proud of securing funding for the first time to celebrate Ireland’s expertise in whiskey production.
"Promoting spirits overseas with the EU gives Ireland immediate access to key buyers in Japan and in India, where Irish whiskey is currently recognised as the fastest growing category of spirits.
"Of particular focus will be the building of new relationships between Irish exporters and local importers and distributors in hotel, bars and restaurant chains, while also strengthening the business relationships Irish exporters have already developed with stakeholders in these countries," he added.
Minister of State with responsibility for Food Promotion, New Markets, Research and Development, Noel Grealish, also welcomed the funding allocation.
He said that by targeting distributors, wholesalers, on-trade decision makers, and bartenders, "the programme will grow their understanding and competitiveness of European GI spirit drinks, which in turn should help increase exports to these areas".
Funding
Meanwhile, Ireland was also successful in a joint application under the EU's Multi Promotion Programme with France and Flanders to promote potatoes.
Minister of State at the Department of Agriculture, Food and the Marine with responsibility for horticulture, Niall Collins welcomed the commission's awarding of co-funding of €3.8 million, for the 'Easy Fresh Potatoes' programme.
"This programme is a collaboration between Ireland, France and Flanders, with the objective of stabilising the consumption of potatoes in three target markets; Belgium (Flanders), France and Ireland, as well as an information campaign in the remainder of the EU," he said.
