At one of many masterclasses held in Edinburgh as a part of the EU ‘Extra Than Solely Meals & Drink’ marketing campaign, spirits advisor Kristiane Westray helped a packed home get to know a few of Europe’s lesser-known, however scrumptious, spirits.
Security, authenticity, sustainability and high quality – all assured. These are a few of the explanation why geographical indications (GIs) matter, defined spirits knowledgeable, marketing consultant and creator of Savour Kristiane Westray at a masterclass in Edinburgh, Scotland, held on 18 November as a part of the EU’s ‘Extra Than Solely Meals & Drink’ marketing campaign.
Titled ‘EU Spirits Unveiled: A Festive Journey By Style and Custom’, the masterclass was designed to deepen one’s appreciation for the wealthy heritage and high quality of EU spirits.
Earlier than cracking into the tasting, Westray, who’s an advisor for the EU’s three-year marketing campaign, touched on the geographical indications (GIs) and the definitions of those spirits. She defined merchandise underneath GIs have to be made to the identical exacting commonplace on the identical place, so individuals know what’s on the label is what they’re getting of their glass, and on their plate.
On the coronary heart of this recognition is a way of place, protected and celebrated by the communities behind them. Referencing knowledge from Spirits Europe, Westray stated that in Europe there are greater than 250 GIs for spirits – a mind-blowing quantity – with the European Union’s alcoholic beverage exports reaching €29.8 billion in 2024 and spirits and liqueurs alone accounting for about €8.9 billion of the entire (based on EU knowledge), a determine she hopes “can be even larger this yr”.
“That simply demonstrates numerous spirits classes is likely to be tiny, however they’re a part of this monumental enterprise throughout Europe. All these tiny makers and producers are a part of this greater ecosystem – and it’s thrilling,” she enthused.
Forward of the masterclass, Westray had the tough job of choosing out simply six very completely different – and really distinct – spirits for the gang to pattern, in addition to complementary meals to pair. “It isn’t simply spirits,” she added of the broader objective of the marketing campaign. “We’re speaking about cheeses, meats, fruit and veg, confectionery and baked treats as nicely”.
In the end, she selected Vodka of Finland PGI, which was paired with a chocolate-covered plum; Genever PGI from the Netherlands paired with Danbo PGI from Denmark; natural Irish Whiskey PGI was matched with Tiroler Bergkäse PDO from Austria, and Armagnac PGI from France. As well as, there was additionally Ouzo PGI, the anise-flavoured Greek spirit, and Pálinka PGI, a standard Hungarian fruit brandy that Westray opted to pair with chocolate-covered cherries.
It was a various lineup, however this solely emphasises the breadth of spirits which might be popping out of the EU. “We actually are solely trying on the tip of the iceberg if we follow the massive spirits classes,” Westray informed extra 40 attendees to the masterclass. “There’s a lot potential to come back – and it’s good.”
Of Pálinka PGI, Westray famous the class gained GI standing in 2008 and is a newer recognition in contrast with different spirits types. “What that did is it added a lot weight internationally to the worth of the class,” she defined. “For a very long time it was seen as a less expensive spirit that everybody made at house, virtually like house brew, however when it acquired its GI standing individuals took it very significantly.”
Alongside a GI, a few of the spirits sampled on the masterclass are made based on European Natural Farming Requirements. Westray highlighted the significance of this and that producers additionally usually go a lot additional, selecting to construct on prime of the requirements with their very own natural ensures. “It’s one other affirmation of that high quality that’s in your glass, which is de facto vital,” she stated.
Within the viewers had been bartenders, members of the commerce and retailers. In addition to inform, the tasting aimed to equip visitors with the nous on easy methods to get inventive with the spirits on present, and easy methods to carry them into menus and cocktails.
For instance, Genever PGI, which Westray famous maybe will get much less air time within the UK, but is each filled with historical past and extremely enjoyable to make use of. The masterclass demonstrated how the Dutch spirit may very well be used as a bridge between gin and tonic, and whisky and tonic. With tonic water, genever may very well be used for a gin lover inquisitive about moving into whisky, and vice versa for whisky followers making an attempt to get into gin.
“There’s simply a lot happening,” Westray stated about genever’s potential. “You may dig into it from a narrative and a historical past perspective. You may dig into it from a flavour perspective”. At this level, a member of the gang prompt ginger beer to accomplice with the spirit – and why not?
For the Ouzo PGI part of the tasting, Westray informed a narrative of a trusted good friend’s recipe who swears by combining the Greek spirit with orange juice. Because the Athens bar scene continues to morph right into a cocktail capital, ouzo is changing into “a cool factor to combine”. Westray inspired the session to do the identical.
“Have a mess around, see what you assume,” she stated, as visitors then headed over to the blending station the place they had been in a position to craft their very own Highballs with the spirits, adopted by a wind down with their freshly made creations.
The primary takeaway, Westray concluded: “These spirits is likely to be lesser identified, or possibly not as widespread, however they’re very straightforward to make use of, they usually style completely scrumptious.”
For extra data on the EU’s ‘Extra Than Solely Meals & Drink’ marketing campaign, go to: enjoy-its-from-europe.marketing campaign.europa.eu.
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