By Helen Medina, World Spirits Alliance CEO
Most people don’t think about the World Trade Organisation (WTO) when they order a cocktail in New York, enjoy a whisky in Geneva or buy a bottle of Cognac in Paris.
Why would they? The multilateral organisations that shape global trade, public health and cultural heritage can feel distant from everyday life.
Yet the decisions that member governments make collectively through the WTO, influence the products we buy, the markets businesses operate in and the information consumers receive. They help shape the rules that govern trade, public health and market access around the world.
At a time of geopolitical uncertainty, evolving public health debates and shifting trade dynamics, understanding and engaging with these institutions has never been more important for the spirits sector.
When people hear that I work in Geneva, they often imagine conference rooms full of diplomats debating and negotiating on a variety of global concerns such as trade and health issues.
They’re not entirely wrong.
But what makes Geneva unique is not simply the number of international organisations based here. It is the ecosystem they create: a place where policymakers, diplomats, businesses, academics and civil society come together to exchange ideas, challenge assumptions, collaborate and find practical solutions to shared challenges.
For a global industry like spirits, decisions made by governments are often shaped by relationships, evidence, and a willingness to engage constructively across sectors.
The World Trade Organization (WTO) remains an important example. For decades, it has supported a rules-based framework that promotes transparent markets, regulatory dialogue, and greater predictability for businesses operating across borders. Just as importantly, it provides opportunities for governments to discuss proposed measures before they become barriers to trade and for stakeholders to contribute practical perspectives on how policies work in the real world.
In an increasingly fragmented trading environment, those principles are more valuable than ever.
The same is true across the wider Geneva community. Whether discussions focus on trade, health, sustainability, agriculture or intellectual property, bringing together diverse perspectives leads to better-informed policymaking and more durable outcomes.
For me, that is the real value of multilateralism. It is not simply about institutions or formal meetings. It is about creating spaces where dialogue can happen and where evidence, experience and different viewpoints can be brought together in pursuit of practical solutions.
That is particularly relevant for the spirits sector. Ours is a global industry that supports millions of jobs and connects farmers, producers, exporters, retailers and hospitality businesses across every region of the world. The policies developed through international dialogue have real consequences for those communities.
As we prepare to welcome members to Geneva for the World Spirits Alliance Annual Event in July, I am reminded that meaningful progress rarely comes from a single speech or headline announcement. More often, it comes from sustained engagement, trusted relationships and conversations that continue long after the meeting ends.
Sometimes the most important work is simply bringing people into the same room.
And in a world that feels increasingly divided, that may be more important than ever.
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