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Diageo – From London to the whole world

Approximately 33,000 employees are employed worldwide at Diageo, the market leader in premium spirits, with Smirnoff (vodka), Johnnie Walker (whiskey), J&B (Scotch whiskey), Baileys (liqueur), Captain Morgan (rum), Cuervo (tequila) and Tanqueray (gin), Guinness beer and branded wines. Production takes place all around the world: from Great Britain and Ireland, Italy, Spain and Africa, to the USA, Canada, Latin America, Australia, India and the Caribbean. The global corporation emerged in 1997 from the merger between Guinness and GrandMet. 180 markets around the world are handled from its London headquarters.

A lot of work and lots of attention to detail go into creating the in-depth product descriptions on Diageo’s website. Information and analysis is provided about issues ranging from detailed descriptions of the production down to the most minute ingredients. Finally, they are aware of the size of their company and also of their responsibilities as a supplier of alcoholic products. The name Diageo was also deliberately chosen – it represents their agenda. Put together from ‘dia’ (the Latin word for ‘day’) and ‘geo’ (the Greek word for ‘world’), it means that every day people are celebrating all over the world with products from their company. These products open up possibilities never dreamed of for special days and nights, marking special life events and even making the smaller things in life feel magical.

Participation in the World Spirits Award was magical: there was double gold for Tanqueray No. 10 (Spirit of the Year 2016), gold for Gordon’s London Dry Gin and Tanqueray London Dry Gin, as well as silver for Tanqueray Rangpur.

Limomacher: Regionally produced – socially labelled

Limomacher is a young Bregenz enterprise, according to their own definition “excellent in graphics, design, customer service, lemonade production, social involvement and coffee drinking”. However, a look at the brief biographies of the four-person team reveals quite a bit about their wide-ranging qualifications. All lemonades are produced regionally in Vorarlberg according to their own recipes. Short pathways right up until labelling – also labels for private customers and companies on request – reinforce sustainability, along with filling exclusively in glass bottles. The labelling, as well as the whole warehousing, are handled by Lebenshilfe Vorarlberg, a support organisation for people with disabilities. This is an indication that social thinking has been of great importance from the beginning.

At the beginning of 2018, the ‘Franz von Durst’ brand started in Spar shops, followed by the start-up shelf at Metro. The company developed a gin along with a tonic water for this purpose, as the first manufacturer in retailing that offers both as a one-stop shop. The gin that is also regionally produced goes perfectly with the tonic water and its animating and aromatic concept offers an exceptionally fruity drinking experience. Aside from the juniper base, five further botanicals play a role: angelica root provides a slight tanginess and supports the homogenous taste; orange peel is characterised by a range of aromatic substances and a fine hint of citrus; liquorice provides a complex sweetness with a slightly earthy note; elderberry has an intensive and refreshing taste; and hops gives it a special something.

“We are delighted that the Vorarlberg locals have received our gin so well and that we can expand step by step also into other provinces,” say the two young entrepreneurs.

At the World Spirits Award, gold was achieved by Franz von Durst Gin, and silver by Franz von Durst Dry Gin Wild.

Kafi Liqueur: Exotic and refreshing

It happened in the kitchen of the restaurant in which Sem Vermeulen was working as an apprentice chef. His tasks included cleaning the freezer. Right at the back, covered with a white layer of snow, he spotted a kaffir lime. The fresh fragrance alone inspired the idea of making a liqueur out of it. However, some years were to pass from the coincidental find to the right recipe, with a whole host of experiments. In one’s youth, of course, one neither has the budget nor the means to acquire the best equipment. This led to a partnership with Toorank International Spirits in the Netherlands, a well-known craft distiller with over 40 years of experience, offering numerous trade brands alongside their own.

Kafi was conceived by a young team that is not afraid to be different from what the market is accustomed to or demands. Their forward-looking vision aims towards new taste trends for the drinks industry and Kafi is just the beginning. It started modestly with a batch of 5,000 bottles and has only been on the Dutch market since the end of August 2021. It is made with the greatest care, from the selection of the best products to the design of the bottle. The result: something refreshing, new, and surprising. A liqueur that is not disguised with sugar but presents itself as an exotic delicacy: with fresh tartness, pleasant sweetness and subtle bitterness. Kafi is also popular among cooks and bartenders, ideal for cocktails such as Mojito, combined with ceviche or for a delicious lemon tart – the possibilities abound.

At the World Spirits Award, Kafi Liqueur was awarded silver.