Every summer, Greece welcomes millions of visitors. Some come for the sun and the sea, others for its culture, and many for its gastronomy. Yet they all have one thing in common: they are looking for an authentic Greek experience. And that experience is not found only on the plate. It is found in the glass as well.
I believe that Greek spirits can, and should, play an even more meaningful role in the impression our country leaves on its visitors. I am not referring only to ouzo or tsipouro, but to the entire category of Greek spirits, which in recent years has made significant strides in terms of quality, diversity and international outlook.
The tourist season is perhaps the greatest opportunity for people to discover them. A visitor who enjoys a Greek spirit, whether a gin, vermouth, aged tsipouro or mastiha liqueur, during their holiday is very likely to look for it again once they return home. This is how the strongest ambassadors for Greek products are created. That experience does not have to end when the holiday is over. Many high-quality Greek spirits are also available at duty-free stores in Greek airports, allowing travellers to take home an authentic taste of Greece and relive the moments they experienced here. However, this responsibility should not rest solely with the producers. It belongs to everyone involved in shaping the hospitality experience.
Hotels can welcome guests with a Greek welcome drink. Restaurants can recommend Greek spirits alongside the flavours of Greek cuisine. Many bars already create cocktails that showcase Greek ingredients and spirits, but there is still room to do much more. If we add to that the international recognition that many Greek bars have earned in recent years, we are presented with a golden opportunity. Even a simple recommendation from a member of staff can make all the difference.
This does not mean that international brands should be pushed aside. Variety is essential for every modern back bar and every quality bar programme. However, when someone travels to Greece, it is only natural to give them the opportunity to discover products made in the country they are visiting. This is exactly what happens in many destinations around the world. Hospitality professionals proudly present their local spirits, share their stories and naturally integrate them into the visitor experience. They are not competing with imported brands; they are showcasing their own identity across every category, from beer and wine to spirits.
We have already achieved this to a great extent with Greek wine. Today, it would be difficult to find a good restaurant without a well-curated list of Greek wines. The time has come to see the same progress with Greek spirits, as well as with Greek brewing, which now has an impressive portfolio of beers and a growing number of international awards to its name. Nearly 30 million visitors represent an extraordinary opportunity to promote our domestic production.
Today’s travellers are increasingly seeking authentic experiences. They want to discover a destination through its flavours, aromas and the people behind them. This is perhaps one of Greece’s greatest strengths, and it should never be taken for granted. Introducing visitors to Greek products and the people who create them—whether through organised tours of wineries, breweries and distilleries, or simply by encouraging them to visit these producers in their free time—also presents a country that supports its own local production and values its people.
Let us, therefore, give Greek spirits the place they truly deserve, both in bars and in hotels. Not simply because they are Greek, but because they are fully capable of standing alongside any premium spirit in the world. And if we recommend them with knowledge, confidence and consistency, the benefits will extend far beyond the producers themselves. The image of Greek hospitality as a whole will be strengthened, along with the experience we offer every visitor to our country.
