Expanding into Europe: what UK drinks brands need to know

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. 

Understand your market: every country is different 

Europe isn't a single market. It’s a rich patchwork of tastes, drinking cultures, and regulations and a one-size-fits-all approach rarely works. Drinking habits differ drastically across markets, for example: 

• Germany, the largest beer market in Europe, has growing demand for alcohol-free and craft options.  

• France and Italy favour wine and aperitifs, with a growing appetite for premium British gins.  

• Nordic countries lean toward sustainability and organic certifications.  

Localising your drink export strategy is essential, from marketing to production choices. This is where working with an experienced alcohol export partner like Cheers Global can make all the difference. 

Get to grips with compliance 

Exporting alcohol to the EU comes with layers of rules, especially post-Brexit. Here's what British drink brands need to prepare for:  

Labelling 

EU regulations require: 

• Clear ABV (Alcohol by Volume) statements 

• Full ingredient lists and allergen declarations (e.g. sulphites in wine, gluten in beer) 

• Translations into the official language(s) of the target market 

• Net volume, producer/distributor details, and best-before dates are also required. 

Excise VAT & documentation  

Each EU country has its own: 

• Excise duties based on drink type (e.g. beer, spirits, cider) 

• VAT handling rules 

• Import paperwork requirements: commercial invoices, packing lists, certificates of origin and, in some cases, certificates of analysis from an accredited laboratory. 

You’ll also need to register movements in the EMCS (Excise Movement and Control System) to ensure tax compliance across borders. 

Ingredient & sustainability standards 

Drinks must comply with EU rules on additives and health claims; any claims like ‘low sugar’ or ‘supports hydration’ must be pre-approved by the European Food Safety Authority (EFSA) and backed by scientific evidence. 

Sustainability is increasingly important. Whether you’re exporting British beer or launching a new cider export range, be prepared to demonstrate responsible sourcing, recyclable packaging, and ethical practices. 

Find the right distribution partners 

Europe’s distribution landscape is fragmented and competitive. The right local partner is key to success in retail, HORECA (hotel, restaurant, and café/catering) and ecommerce. 

At Cheers Global, we connect drinks brands with trusted European distributors who understand local buying behaviours and have strong retail relationships. We also support brands through due diligence, onboarding, and go-to-market planning. 

Branding and packaging: first impressions count 

European consumers are highly brand conscious and visually driven. Your product needs to stand out on the shelf and resonate with local audiences.   

Consider: 

• Language localisation for labels and promotional materials 

• Eco-friendly packaging to align with consumer expectations and regulatory trends 

• Storytelling that celebrates British quality and provenance – your heritage is an asset.

Whether you're showcasing your small-batch gin or traditional British beer, strong branding can be the difference between shelf space and silence. 

Pricing strategy: know the market positioning 

Premiumisation is a strong trend in many EU markets, but pricing must align with local expectations. If your pricing is too high or too low, you risk putting off your target customer. 

We help brands benchmark their pricing across markets – considering local taxes, competitor activity, and market position to ensure maximum traction without compromising value. 

Logistics and fulfilment: get your supply chain right 

From warehousing and storage to customs and final-mile delivery, efficient logistics are key to profitability in your drink export supply chain. 

At Cheers Global, we offer: 

• Centralised logistics solutions – streamlining distribution, reducing operational complexity, and enabling more efficient inventory management across multiple markets.  

• Customs clearance support - Providing expert assistance with EU customs procedures to smooth cross-border trade, minimising delays and compliance risks for your shipments.  

• Duty-paid or duty-suspended delivery options - Offering both duty-paid and duty-suspended delivery options gives flexibility to your customers and partners, helping them manage costs and regulatory requirements more effectively. 

A solid logistics plan ensures your beer, cider or spirits arrive on time and in perfect condition. 

Ready to export into Europe? 

The European market is one of the most dynamic and rewarding regions for UK alcohol export, but it’s not without challenges. With careful planning, local insight, and the right support, your British drinks brand can thrive. 

If you’re at the stage where Europe is firmly on your radar, we’re here to help. At Cheers Global, we specialise in helping UK producers succeed in new markets. Whether you're a craft distillery, cider maker or looking to scale your beer export operation, we’ll help you navigate the road ahead. 

Get in touch at www.cheersglobal.com – let’s talk export strategy. 

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