Greek spirits build their brand at home and abroad
Enterprise Greece and the Association of Greek Producers of Spirits and Alcoholic Beverages (SEAOP) have joined forces to promote Greek spirits in Greece and abroad.
The first major event will be the Greek national participation in the international exhibition Bar Convent Berlin, taking place 7-9 October 2019. This is a key exhibition for the alcoholic beverages sector, and participation has already been planned for 2020 as well. Participation is also planned for the Prowein 2020 International Exhibition in Germany in March, with a Spirits Bar for tastings of Greek spirits to be hosted at the Greek national pavilion.
To further enhance the international reach of Greek spirits, opinion leaders and mixologists will also be invited to Greece to visit distilleries, get to know Greek spirits, and learn about the production process. Educational seminars will likewise be held in Greece and abroad for professionals in the field.
The joint promotion strategy for Greek spirits was presented Tuesday, July 23, at an event in the center of Athens which aimed to present a fresh image of traditional Greek spirits at home and abroad. Guests were treated to Greek spirits – tsipouro, ouzo, mastiha, etc. – mixed in new combinations of refreshing summer cocktails specially created by mixologists for the event.
The two organizations also plan to collaborate in promotional activities for Greek spirits aimed both at Greek consumers and foreign tourists visiting the country. Among them: the creation and introduction of ready cocktails in hotels and at ouzeri and tsipouro taverns in the center of Athens.
At the event, the President of SEAOP, Nikos Kalogiannis, stressed the importance of working with Enterprise Greece, which promotes Greece and an investment destination and Greek products internationally through marketing and informational events. “With this collaboration,” Mr. Kalogiannis said, “we strengthen the Greek branding of our distillates and make them competitive against international brands.”
Enterprise Greece Chairman 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.”
Deni Kallivoka, of Aegean Cocktails & Spirits, spoke about global trends in bar tourism and localization, emphasizing the importance of Greek spirits in embracing a new era.