A welcome reset: how the new UK-EU trade deal could change the game for British drink exporters

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. This is a comprehensive deal that goes far beyond previous arrangements and finally offers a clearer path forward for exporters. For drinks producers, like those we represent at Cheers Global, it could be transformative.

What is the new UK-EU trade deal?

The May 2025 agreement is the most wide-ranging UK-EU accord since Brexit. It builds on earlier progress, such as the 2024 Sanitary and Phytosanitary (SPS) measures, but goes much further –  covering everything from trade facilitation and regulatory cooperation to energy partnerships, mutual recognition of professional qualifications, and even youth mobility schemes.

The deal is designed to ease the movement of goods across borders by cutting back on unnecessary duplication, delays, and paperwork. By formally recognising each other’s systems and standards as broadly equivalent –  particularly in areas like product safety, food standards, and logistics – the UK and EU can reduce the need for routine checks and repeated inspections at the border. This, alongside a commitment to standardised digital documentation, paves the way for more predictable, efficient trade processes on both sides.

Whilst the real-world impact of these changes on imports may take longer to gauge, especially when it comes to cost savings reaching consumers, the benefits for exporters seem much more immediate and tangible. This is particularly true for those of us in the drinks export industry, where speed, shelf life, and reliable logistics make a measurable difference.

What does the new UK-EU trade deal mean for drinks exporters?

Since Brexit, exporting to the EU has involved navigating a far more complex regulatory landscape. From detailed product analysis and ingredient declarations to unpredictable border inspections, the burden has been significant – especially for smaller producers without the luxury of a dedicated compliance team.

The 2025 deal addresses many of those pain points:

• Fewer checks and simpler processes for trusted exporters, especially for products like beer, cider, and spirits. 

• Digital pre-certification becomes the standard, replacing reams of physical documentation. 

• Recognition of UK standards reduces the need for redundant testing or technical reviews at EU borders.

• More stable access to EU markets, supported by clearer rules and better cooperation between regulatory bodies.

These changes won’t eliminate all friction, but they go a long way towards restoring the kind of reliable, scalable export pathways that British drinks producers need. In practical terms, this means it should now be easier, quicker, and more cost-effective to export drinks like beer, cider and spirits into EU countries.

Why it matters for the drinks industry

British drink brands, from heritage brewers to innovative craft distillers, have a long history of success in EU markets – but in recent years, many have struggled to maintain that presence due to the sheer complexity of trade. Distributors and retailers across Europe have struggled to justify the extra paperwork, delays, and uncertainty involved in sourcing from the UK.

With these changes, there's a real opportunity to shift that dynamic and re-engage with European markets. Distributors who were reluctant to deal with the administrative hassle of UK imports may now be more willing to do so. 

Importantly, this agreement doesn’t just help large exporters. It offers a lifeline to independent breweries, cider makers and small-batch distillers – businesses that were disproportionately affected by post-Brexit bureaucracy. With clearer guidance and simplified processes, shipping even smaller quantities to new regions becomes a viable prospect again. For businesses like Cheers Global, and the British drinks suppliers we work with, this opens the door to new partnerships, revived trade routes, and exciting growth opportunities.

Our sector thrives on the ability to move goods efficiently, respond to demand quickly, and build strong international partnerships. This deal helps to re-establish those conditions.

Looking ahead in the world of drinks export:

For those of us in the business of getting great British drinks into the hands of customers across Europe, this trade deal is a welcome step forward which we hope is implemented without unnecessary delays. Unlike earlier, more limited agreements, this deal is broader in scope and ambition – but the true test will be in the implementation and whether the promised efficiencies translate into real, measurable improvements for UK exporters. If they do, these reforms have the potential to be genuinely game-changing.

For businesses like Cheers Global, and the UK breweries, cider producers, and distilleries we work with, this is more than a policy shift. It’s a practical improvement that strips away layers of bureaucracy and promises to make exporting beer, cider, and spirits to Europe feel achievable again. 

Certainly something worth raising a glass to!

All information was accurate at the time of publishing, in June 2025