NEWS

January has become a key moment in the global drinks calendar. In the UK and several other markets, Dry January prompts millions of consumers to pause, reset, and reassess their relationship with alcohol. But for drinks exporters, January is not the whole story – it is simply the most visible point in a year-round shift towards moderation.

Breaking into the European market offers huge potential for UK drinks brands, from sophisticated consumers and diverse drinking cultures to some of the world’s most influential beverage hubs. However, with opportunity comes complexity. At Cheers Global, we've helped brands such as Adnams and Healeys navigate this landscape with confidence. If you're considering European alcohol export, here’s what you need to know.

Having navigated EU exports both before and after Brexit, we’ve seen first-hand how complex and costly trade has become for British drinks businesses; but the UK’s new trade agreement with the EU, signed in May 2025, marks a welcome reset that promises to genuinely benefit British drink exporters.