New law will force bars and restaurants to replace anything with alcohol branding on it
The hospitality industry could face losses of up to €1.7 billion under a new government proposal to ban the display of beer brand logos on items such as fridges, umbrellas, taps, and chairs in Spain, including the Canary Islands, according to a report by El Economista.
The measure is part of the forthcoming Law on the Prevention of Alcohol Consumption by Minors, which aims to limit the visibility of alcohol-related advertising near schools, playgrounds, and venues accessible to under-18s.
The rule would force bars and restaurants to remove or replace branded equipment and furniture, including signs, awnings, tables, and even napkin holders featuring alcohol logos.
A study by Análisis Económico Integral (AEI), commissioned by Hostelería de España and the Brewers’ Association, estimates a direct cost of €600 million for replacing branded furniture and indirect losses of €1.08 to €1.68 billion due to decreased sales and reduced brand partnerships.
Industry representatives warn the impact could be “massive”, as between 70% and 80% of bars and cafés across Spain currently display brewery-sponsored items. The average cost per venue to replace these materials could reach €12,000, a significant amount for small business owners already coping with rising costs.
José Luis Álvarez Almeida, president of Hostelería de España, criticised the proposal, stating that “the law targets hospitality businesses, not alcohol misuse.” The sector has called for dialogue with the government to find less damaging alternatives that still meet public health goals.
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