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SpiritsEurope director general Ulrich Adam to step down

Henry Mathieu
Last updated: 29/01/2025 at 2:04 PM
By Henry Mathieu
29 January 2025
2 Min Read

The German national has been with the organisation for seven years.


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Trade association SpiritsEurope is on the hunt for a new director general as Ulrich Adam lines up his departure.

Having held the position since 2018, Adam announced via a LinkedIn post today (29 January) that he is looking to move on “to a new professional adventure”. He is set to stay in position at the helm of the organisation until mid-March while Brussels-headquartered executive search firm Dober Partners will lead the recruitment process for a replacement.

SpiritsEurope represents 31 national trade associations for spirits producers as well as 11 multinational companies, including Diageo, Pernod Ricard and Campari Group.

SpiritsEurope director general Ulrich Adam
Credit: LinkedIn

“I look back in deep gratitude for having had the opportunity to help steer this unique sector through what turned out to be turbulent times,” Adam wrote. “Whether dealing with tariffs, labels, taxes, more or less strong scientific studies, GI/IP protection issues or getting the new ‘787’ EU Spirits Drinks Regulation over the line.”

Prior to joining SpiritsEurope, he was secretary general of the European Agricultural Machinery Industry Association (CEMA). Before that, he worked in the Brussels office of the international consultancy firm Hill+Knowlton Strategies, advising a wide range of companies and trade associations on EU legislation, with a particular focus on EU policies in the areas of food, health and agriculture.

Global Drinks Intel Review of the Year – The best spirits category intel of 2024

Henry Mathieu
ByHenry Mathieu
Henry joined Global Drinks Intel as a senior reporter in 2025, having spent two years writing news, features and analysis articles for Just Drinks and Just Food. He has gained WSET Level 2 qualifications both in wine and beer independently.
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