FeatureBy James LawrenceWestern Europe’s on-trade has the ability to shape consumer tastes and influence the popularity of spirits brands. On-trade emphasisThe spirits arm of Familia Torres, Juan Torres Master Distillers, is also placing growing strategic emphasis on the on-trade. “For premium spirits brands, this is a significant opportunity,” Mariani adds. In 2026, Western Europe’s on-trade has become a fierce battleground as companies vie for back-bar space, endorsements and social media visibility. Related newsNIQ: spirits struggle post-World Cup in on-tradeWitchmark on championing English spirits in the on-tradeBeluga illuminates on-trade with Noble Night