EU Funds Irish Whiskey Promotion in Japan, India
The European Commission awarded €3 million to Bord Bia for a three-year campaign promoting European GI spirits in Japan and India.
Updated on Nov. 2, 2026 in Organic Food
The European Commission has awarded €3 million to Bord Bia to promote European geographical indication spirits, with particular focus on Irish Whiskey, in Japan and India over three years. The campaign is co-funded under the EU's Simple Promotion Programmes and is set to commence in 2027.
Why it matters
The campaign aims to strengthen the awareness and competitiveness of European GI spirits in two major Asian markets by targeting distributors, wholesalers, on-trade decision makers, and bartenders. It is intended to drive export growth for these products.
The Spirits of Europe campaign receives €3 million from the EU over three years, running from 2027. Separately, Ireland secured €3.8 million in co-funding for the joint Easy Fresh Potatoes promotion with France and Flanders.
The players
Bord Bia
Bord Bia is the Irish state agency responsible for promoting Irish food and drink both domestically and internationally.
European Commission
The European Commission is the executive arm of the European Union, responsible for proposing legislation and administering EU funding programmes.
The details
The campaign uses trade media, key opinion leaders, and influencers to reach its target audiences in Japan and India. Ireland also succeeded in a joint application under the EU's Multi Promotion Programme alongside France and Flanders for a potato promotion aimed at stabilising consumption in those regions.
Timeline
The Spirits of Europe campaign commences in 2027 and runs for three years.
The European Commission funding announcement was made on November 2, 2026.
Market Landscape
The award operates under the EU's Simple Promotion Programmes, which fund promotion of European agricultural products outside the bloc. The campaign positions Irish Whiskey and other GI spirits within the competitive export markets of Japan and India.
The campaign aims to raise awareness of European GI spirits among trade buyers and bartenders in Japan and India, which may affect the availability of these products in those markets. The stub does not specify any direct consumer price or retail effect.
The takeaway
Export promotion funding can shape which regional food and drink products reach new markets abroad. Readers interested in such products can watch for trade-focused campaigns that target bartenders and distributors.
What happens next
The Spirits of Europe campaign is scheduled to commence in 2027 and run for three years.
Further reading
Explore more on Organic Food to see how food promotion and export programmes shape the market.
