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Inner Circle Rum – Sailing towards success

How does a world-class sportsman turn himself into a rum producer? And even make it a tremendous success story! Stuart Gilbert, a multiple world champion sailor who participated in the 1984 Olympic Games, shows how it can be done, with the successful re-launch of Australia’s best rum which quickly acquired worldwide recognition and was awarded prizes at wine and spirit competitions in London, Frankfurt and Chicago. In 2007, Inner Circle was taken over by Lion Nathan Australia (since 2011, it has been operated by Lion alone following a company reorganisation) and incorporated into their New Zealand range. Their competence and capacity to distribute at an international level guarantee a further positive development, as is shown by the sales figures and results of tastings.

Originally produced for the Colonial Sugar Refinery’s “inner circle of management and favoured clients” in the mid-19th century, this popular rum was available until 1986. When the company was sold, the brand Inner Circle – an Australian icon – was discontinued. Stuart Gilbert, a great fan of this particular rum, found himself missing it keenly. He tasted all the rums of this world, but none compared to the favoured flavour. He then decided to put his money where his mouth wanted to be and contacted Malcolm Campbell, the last master blender of Inner Circle, who still owned the original recipe and yeast. After buying the brand rights, Gilbert bought Beenleigh Distillery, the oldest registered distillery in Australia, in 2004 and as such acquired an industrial monument.

The Australian rum trio was again successful at the World Spirits Award with a double gold, Best in Category and Spirit of the Year for the Rum Grey, gold for the Rum Green and silver for the Rum Red.

MBG International Premium Brands – Brands with added value

“We Love Liquids.” This slogan has accompanied MBG on its worldwide path of success since it was founded in 1993 under the name P.O.S. Marketing + Vertrieb GmbH: Strong brands have been established around the world in nearly 60 countries, with innovative own brands, renowned retail brands, great ideas and a lot of energy. With over 250 employees, the MBG Group currently generates over € 200 million and, every year, more than a million hectolitres are produced. The portfolio in Germany includes 12 own brands and 6 retail brands (from non-alcoholic drinks to low proof drinks to wines & spirits) for 90,000 customers.

“Our recipe for successful brands is the mixture of passion, conviction and knowledge of the market. If all goes well, names and products become new worlds which consumers love. Success is not always predictable, which means that courage is needed above all. The right moment has to be found and hard work put in, just like with a hit single: some are one hit wonders while others become classics.” Little can be added to this definition from Managing Director Andreas W. Herb. From the MBG Group headquarters in Paderborn, a great deal of expertise makes successful brands, tailored to the respective target group and the market segment. Many brands that are well known on shop shelves and in the gastronomy sector have played a role in the history of the company.

Participation in the World Spirits Award yielded gold for Dos Mas Nasty Nuts Shot.

Aldi Ireland: Gin and whiskey in retail

Aldi Ireland has several top products in its spirit range: Boyle’s Gin from the Blackwater Distillery and Ardfallen Whiskey from the West Cork Distillery, in addition, Mo Chara Passionfruit & Mango Gin from the Old Carrick Mill.

The Blackwater Distillery has been an Aldi partner since 2016 and developed the private label Boyle’s Gin exclusively for the Irish and British retail market. The product volume of the Blackwater Distillery for Aldi has risen strongly in recent years, whereby 140,800 bottles of the gin series were sold in 2018. The successful gin brand is manufactured in Blackwater Valley, West Waterford, with selected imported ingredients as well as regional apples, blackcurrants and elderflower. CEO Peter Mulryan – former TV producer and author of the book ‘The Whiskeys of Ireland’ – explains, “The partnership with Aldi has helped us to increase turnover enormously, and also to have the security to invest and expand. This includes on-site bottling facilities and a visitor centre.” Ardfallen Whiskey from the West Cork Distillery got its name from the region in County Cork where the malted barley comes from, and is only manufactured in small batches. The business was founded in 2003 by childhood friends who started out with only two small stills they had bought in Switzerland. Now the largest distillery in the country, it currently employs over 80 staff and exports to around 70 countries.

At the World Spirits Award, there was Gold for Ardfallen 10 Year Old Whiskey and Boyle’s Gin, and Silver for Boyle’s Sloe & Damson Gin and Ardfallen Whiskey.