Joint actions and events to promote Greece’s distilled spirits in overseas markets are on the horizon, organized by the Enterprise Greece agency and the Greek Federation of Spirit Producers (SEAOP).
A cooperation of great importance as stated by the president of S.E.A.O.P, Nikos Kalogiannis “With this co-operation, we strengthen the Greek branding of our distillates and make them competitive against international brands.” From his side the president and Chief Executive Officer, Grigoris Stergioulis said: “The strategic planning of Enterprise Greece and SEAOP focuses on strengthening and developing the production and distribution of famous Greek beverages and spirits, implementing actions that enhance the extroversion of the industry, and builds the branding of Greek spirits.”
The spirits industry is a rapidly growing sector of the national production. In particular, in 2017 the production of clear alcohol in the country touched the 19,3hl. Important is also the fact that although the financial difficulties both with taxation (rise of Excise Duty four times and VAT three times during the crisis years) as well as the force of capital controls in 2015, the industry of alcoholic spirits contributed about € 1.5 billion to GDP in 2016. The exports in 2017 recorded an increase of 5.7%, corresponding to approximately €78.4 million with main countries of export, Germany, Iraq, Spain, Bulgaria and Holland. Taking into consideration those factors we believe that this effort, to promote the Greek spirits, from both organizations is more important and commendable. This is a primary production sector that we should all be proud of and we should be promoting more. As it was mentioned at the recent event the two organizations held, greek spirits with their own unique character can stand worthily in Greek and international bars.
With actions towards that direction, the Greek spirits will be present at international exhibitions like the biggest and very popular bar show of Europe, the Bar Convent Berlin, which will be held in October. Following in March 2020, the Greek spirits will be at the international exhibition ProWein with a “spirits bar”.
With their presence to those exhibitions, the two organizations are aiming to increase their export activity both in Germany and worldwide, as both exhibitions attracting professionals from around the world. Corresponding exhibitions in other major European countries will follow.
Until today often we see at the bars, cocktails with mastic, while the equally traditional ouzo and tsipouro were following used especially like an aperitif or paired with mezes. With organized actions, the two organizations are aiming to change that status and introduce the bartenders to the logic to think “out of the box”. Make them really and dynamically creative with local products. Turn to the locality, something which successfully Denny Kallivoka has started by organizing the Aegean Cocktail & Spirits Festival. Actions are also made individually by companies such as Isidoros Arvanitis’s “Local Spirits Project” focused on its products. Greek spirits have also beeν in the spotlight ιn bars likes Senios and To Locali.
In conclusion, the strategic planning of the two agencies for extroversion includes the invitation to opinion leaders and bartenders in Greece. During their time in Greece, they will be able to visit distilleries learn about the production and bottling process. They will also conduct educational seminars in both in Greece and abroad for professionals in the field.
Enterprise Greece suggests the evolution of the former organization “Invest in Greece S.A.” incorporating, HEPO (Hellenic Export Promotion Organization) and the Hellenic Foreign Trade Board—to a new and innovative outward-looking body. Enterprise Greece is the official agency of the Greek State, under the auspices of the Ministry of Foreign Affairs, to promote investment in Greece, exports from Greece, and make Greece more attractive as an international business partner.
Greek Federation of Spirits Producers
The GREEK FEDERATION OF SPIRITS PRODUCERS (SEAOP) is a private law entity, namely a non-profit organization. It was founded in 1995 and constitutes the sectoral representative body of Greek companies producing and marketing Greek beverages of vitivinicultural origin (grape marc spirits, wine spirits, raisin spirits and other products of vitivinicultural origin), Ouzo, liqueur, as well as other alcoholic beverages.