4 December, 2025 – As a wrap-up to the WSA Academy programme for 2025, the Committee hosted a lively webinar entitled: Shifting Geopolitics & Global Trade – Perspectives from the US, Europe, and Asia, where more than 40 WSA members participated in the sharing of deep insights into current geopolitical events and trends, with regional perspectives thanks to the following experts on the panel:
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- Emily Roads, Interim Director, Scotch Whisky Association
- Kevin Garvey, Partner, Steptoe
- Finbarr Bermingham, Chief Europe Correspondent, South China Morning Post (SCMP)
- Moderator: Richard Grenfell-Hill, Chief Economist, Diageo
Geopolitical developments in 2025 have had a profound impact on the spirits industry and market dynamics, with the global trade landscape undergoing rapid transformation, driven by intensifying geopolitical competition, regional realignments, and shifting economic priorities. The panellists engaged in a Q&A session which covered profound questions on geopolitical shifts and trade policy trends across continents, and what the spirits industry can expect in the coming year. Some key takeaways:
- Among the interesting ideas discussed, the notion that multilateralism is dead was challenged, stressing that industry engagement with global institutions remains crucial despite mounting pressures.
- There were observations that superpowers US and China appear increasingly cautious about Europe’s role, with EU-China relations facing challenges due to longstanding differences.
- Reflections on the persistent volatility since 2016 included the remark: “The only certainty is uncertainty, as we move into 2026.”
- The session closed with a call for the spirits sector to champion its role as a job creator and economic driver, seeking new opportunities in emerging markets while advocating for open, fair trade.
Should you wish to access the full webinar recording, do reach out to the WSA Secretariat on joining the WSA Academy today!
