MISPERCEPTION
SPIRIT DRINKS CONTAIN STRONGER
INTRODUCTION
There are many examples of spirit drinks being
NO
discriminated against in legislation when
compared to other alcoholic beverages. The
most obvious is in the field of taxation, but this
discrimination also extends to other legislative
areas such as advertising and distribution
restrictions. The justification for this
discrimination is commonly based on
misperceptions about the products themselves.
This pamphlet seeks to address the most
frequently raised misperceptions about spirit
drinks.
© BNIC/Bernard VERRAX
Beer (25cl)
1 MISPERCEPTION
ALCOHOL THAN OTHER ALCOHOLIC
DRINKS.
The alcohol in spirit drinks is identical to the
NO
alcohol in beer, wine, cider or any other alcoholic
drink. Alcohol is alcohol and is the same in all
alcoholic drinks. A typical serving in the
on-trade (bar, restaurant, night club etc.) in most
European countries of beer (25cl) or wine (10cl)
contains the same amount of alcohol as
a standard measure of whisk(e)y or brandy (3cl)
or a standard gin and tonic (3cl of gin, 12cl of
tonic). The amount of alcohol consumed remains
unaltered when a non-alcoholic mixer is added
to a spirit drink.
= = =
Wine (10cl) Whisk(e)y Gin (3cl)
(3cl) and Tonic
CONSUMING SPIRIT DRINKS MAY BE
2 MISPERCEPTION
LESS BENEFICIAL TO HEALTH THAN
OTHER ALCOHOLIC DRINKS.
The potential benefits of moderate alcohol
NO
consumption to health, for example in terms of
reducing the risk of cardiovascular disease,1
apply equally to all alcoholic drinks. It is the ethyl
alcohol itself which may provide health benefits
and this is not dependent on the final product.
Equally, the potential harm that can be caused by
irresponsible alcohol consumption applies to all
alcoholic beverages. Consuming two standard
glasses of wine or two standard beers will have
the same effect on an individual as drinking two
standard measures of spirits either straight or as
a mixed drink in the same circumstances.
1 “Role of Drinking Patterns and Type of Alcohol Consumer in
Coronary Heart Disease in Men”, The New England Journal of
Medicine, Vol. 348: pp. 109-118 (9 January, 2003).
THE SPIRITS INDUSTRY IS ONLY
3 The European Spirits Organisation - CEPS acts as the
CONCERNED WITH PROFITS, REGARDLESS
OF WHETHER THEIR PRODUCTS ARE
CONSUMED RESPONSIBLY OR NOT.
The European spirits industry has existed for
hundreds of years and has every intention of being
appreciated by consumers for many years more.
Spirits producers believe that moderate and respon-
sible consumption of their products by informed
consumers is the key to the continued prosperity of
the sector. As such, CEPS members condemn
irresponsible consumption and are backing
campaigns to promote responsible drinking
patterns.2 This is why CEPS adopted its Charter on
Responsible Alcohol Consumption in 2005. As well
as promoting responsible drinking messages, the
Charter advocates increased CEPS members’
support of campaigns aimed at reducing drink
driving, under-age consumption and consumption
amongst other vulnerable groups (pregnant
women, those suffering from certain illnesses or
taking certain medication, former alcoholics etc.).
CEPS members also abide by strict voluntary codes
of conduct,3 which aim to ensure amongst other
things, that their products are marketed responsibly.
2 An overview of these initiatives is available at www.efrd.org.
3 All CEPS members have endorsed the CEPS Charter on Responsible
Alcohol Consumption (see:www.europeanspirits.org), which includes
the European Forum for Responsible Drinking’s ‘Common
Standards for Commercial Communications’.
European representative body for producers of spirit
drinks with a membership comprising of 36 national
associations representing the industry in 27 countries,
as well as a group of leading spirits producing
companies.
The EU is the leading exporter worldwide of spirit
drinks. In an effort to safeguard the worldwide
reputation of our industry’s products, The European
Spirits Organisation - CEPS seeks to:
• Raise and promote the understanding of the EU
spirits industry to decision makers in the EU
institutions, international organisations and other key
stakeholders;
• Secure appropriate EU legislative conditions for the
production, marketing, distribution and sale of spirits
within the EU;
• Secure non-discriminatory treatment of spirits in
comparison to other alcoholic beverages;
• Secure free and fair access for EU spirits in third
country markets;
• Increase awareness of the EU spirits industry and its
vital economic role;
• Promote responsible consumption.
The European Spirits Organisation - CEPS
Avenue de Tervueren 192, bte 3, B-1150 Bruxelles
Tel: +32 2 779 24 23 Fax: +32 2 772 98 20
Website: www.europeanspirits.org
E-mail: info@europeanspirits.org
 MISPERCEPTION
SPIRITS CONSUMPTION IS ON THE
4 MISPERCEPTION
HIGHER TAXATION ON SPIRITS IS
5 MISPERCEPTION
THE SPIRITS SECTOR REPRESENTS
6 MISPERCEPTION
SPIRIT DRINKS, UNLIKE OTHER ALCOHOLIC
7 ADDRESSING
INCREASE IN THE EU. JUSTIFIABLE ON HEALTH GROUNDS. A MARGINAL FOOD AND DRINK
CATEGORY.
BEVERAGES, DO NOT CONTRIBUTE TO
THE PROSPERITY OF THE LOCAL MISPERCEPTIONS
AGRICULTURAL COMMUNITY.
ABOUT
NO Alcohol consumption in the EU has in fact been
NO The potential benefits to health associated with
NO
Not only do spirits contribute a disproportionate
NO
All EU spirit drinks are created by the distillation
SPIRIT DRINKS
decreasing for many years. As the following table alcohol are precisely the same for spirit drinks as amount of income to national tax authorities, of raw materials of agricultural origin. The
shows, much of this decrease in overall alcohol they are for all other alcoholic beverages. they are also a very significant contributor to the EU spirits industry is a major outlet for
consumption can largely be attributed to a
decrease in the consumption of spirits (by
approximately 50% between 1980 and 2003).
Similarly, the health problems linked to excessive
consumption or other forms of misuse apply
equally to all alcoholic beverages.
EU’s balance of trade. EU spirits exports are
valued at more than 5 billion Euros a year,4
constituting the largest single food and drink
agricultural products involving annually the use
of 16 million hectolitres of wine, 2 million tonnes
of cereals, 2.5 million tonnes of sugar beet and
IN EUROPE
Drinking patterns in the EU have clearly shifted category exported from the EU and more than 300,000 tonnes of fruit.5
away from spirits, whilst the consumption of In a recent discussion about alcohol excise rates 10% of the total of food and drink products
other alcoholic beverages has either been static amongst EU Finance Ministers, the vast majority exported. This figure is significantly larger than Production of many of the most famous spirit
or increasing. confirmed that they do not consider health and the figure for wine exports and more than drinks is also highly local and essential to the
social policy as a major determinant in setting double the figure for beer. Spirits production is survival of the local agricultural community;
excise rates. Yet spirit drinks are taxed at far one of the few economic sectors where the EU Scotch Whisky can only be made in Scotland,
Spirits Consumption in Europe 1980-2002
litres per capita
(EU members since May 2004)
higher rates based on alcohol content. can still boast world leadership. At a time when Cognac in the Cognac region, Calvados in the
12
EU competitiveness is increasingly being Calvados region, Palinka in Hungary etc.
10
The reality is that the higher levels of taxation on challenged, it must be a priority for EU leaders to
spirits are not based on any rationale or logic. If ensure that legislation allows Europe’s most 5 Figures for the EU 15, CEPS estimates, 2003.
8
they were, Finance Ministers would focus more on competitive sectors to flourish.
6 current consumption patterns for alcoholic
4
beverages and adjust their tax rates accordingly. 4 Source: Eurostat, 2004.
It is CEPS’ view that the only rational or logical
2
way to tax alcoholic beverages is by applying the
EU Spirits Exports (totalling 5 billion Euros) by Product
0 same rate of tax to all drinks on a per degree of
1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002

pure alcohol basis.

Spiritsconsumedin pure alcohol,litres per capita EU 1980-2002 ( EU members since May 2004)
Pure alcoholconsumed,litres per capita, age 15+ (EU members since May 2004)
Source: WHO/Europe, HFA Database, January 200 LIQUEURS & CORDIALS
Excise Duties on Alcoholic Beverages 8 ,14% WHISK(E)Y
April 2006 36 ,82%
6 000

5 000
VODKA
32 ,01%

4 000

COGNAC
Euro per HLPA

GIN & GENEVA 5 ,67%

SPIRITS DISTILLED FROM
3 000 5 ,18%
GRAPE WINE/
MARC OTHER THAN COGNAC
12,18%
2 000

1 000

0
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© BNIC/Stéphane CHARBEAU SPIRITS STILL WINE BEER