Real Diffusion combines expertise in European sourcing, regulatory mastery and knowledge of the French market to offer professionals a broad and competitive range.

Our role is not only to identify opportunities: it is also to secure flows, control excise procedures and ensure the traceability of goods until they are made available on the French market.

This expertise allows us to make the European free market a real lever for supply, responsiveness and competitiveness for our professional clients.

The European free market refers to trade between operators within the European single market, outside of any direct distribution channels organized by brands in each country.

A French distributor can therefore source supplies from an operator located in another Member State when the products are legally marketed and the rules applicable to their movement are respected.

Not at all.

Official distribution and the open market can coexist. The former generally relies on a direct partnership with the brand and a long-term development strategy. The latter is more driven by a logic of availability, sourcing, and supply optimization.

These are two different models that contribute to the functioning of the European spirits market.

Yes.

The free movement of goods is one of the fundamental principles of the European single market. However, for alcoholic beverages, this freedom is subject to particularly strict regulations due to their taxation under excise duties.

European regulations govern, in particular, the possession, shipment, receipt and movement of these products.

Absolutely not.

The European free market does not mean a lack of regulation. On the contrary, the flow of alcoholic beverages is strictly regulated and requires a thorough understanding of tax, customs, documentary and logistical obligations.

European rules govern, in particular, movements under suspension of rights, authorized operators, guarantees and electronic documents accompanying the flows.

The term "parallel market" is commonly used in the industry to refer to goods sold outside the traditional distribution channel or directly organized by a brand.

We prefer the expression "European free market", which more accurately describes professional exchanges carried out within the framework of the single market and subject to applicable European and national regulations.

It should not be confused with counterfeiting, smuggling, or illicit channels.

Yes.

The free market concerns genuine products that have been legally placed on the market. What may differ is their supply chain: they may have been initially destined for or distributed in another European Union country before being acquired by a French operator.

In the context of European trade transactions, the general principle is that excise duties accrue to the country of consumption.

Products can thus circulate between certain operators under suspension of duties until they reach their destination, with duties becoming payable upon their release for consumption.