The European spirits industry is undergoing a structural shift as Generative AI (GenAI) platforms become the primary discovery channel ("the new digital shelf") for the next generation of consumers (Gen Z and Millennials).

• GEO (Generative Engine Optimization): A transition from traditional SEO to AI-generated recommendations. High visibility in AI models is becoming a critical brand health indicator.
• Portfolio Breadth: Companies with broader portfolios (e.g., Pernod Ricard, Diageo) are better positioned to capture a wide range of AI-driven discovery queries.
• Consumer Shift: Gen Z leads AI adoption for shopping, with 74% of Italian consumers already using AI for research and planning (McKinsey, March 2026).
• The "Fortress" Effect: High visibility in a single dominant category (e.g., Pernod Ricard in Irish whiskey) creates resilience but also reveals vulnerabilities if that specific category faces headwinds.

• Pernod Ricard SA: Current leader in GEO visibility due to portfolio breadth and Irish whiskey dominance.
• Diageo Plc: Strong in gin and cocktails but underutilizing its massive brand equity in AI channels.
• Remy Cointreau SA: Niche dominance in ultra-premium cognac but struggles with diversification.
• Davide Campari-Milano N.V.: Strong in aperitifs but lags significantly in AI visibility for other spirit categories.

Consumer Discretionary