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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.

Kreuzritter - Elixirum Digestivum, created by masters

The beneficial effects of herbs have been known for thousands of years - from Chinese and Indian herbal medicine which focused on the digestive system to Arabic medicine and the medicines of the Middle Ages. A modern interpretation of this long-established knowledge, based on medical expertise and nutritional physiology, is offered by a physician, a nutritionist and a spirits expert from the town of Mühlen in Lower Saxony, famous for its horse-riding.

These experts set themselves the task of creating high-quality herb liqueurs and aquavits for demanding consumers using top-quality raw materials from specialist producers and based on elaborate and unusual recipes. The specialists from Lower Saxony base their concoctions of herbs, spices, aromas and essence compositions on natural ingredients.

The key to the "Kreuzritter" digestion elixir is eleven secret herbs, the effects of which were noted centuries ago in the herbal medicines of the Far East. It also contains 47 additional extracts ranging from aloe to white turmeric, renowned for their positive effects in terms of both stimulating digestion and soothing the stomach. The "Dreiling" is a typical aquavit with hints of caraway, anis, geum and the aroma of dill. It also contains a complex mix of herbs including coriander, ginger, lemongrass, fennel, orris root, camomile and mace. Its mild flavour is the result of using high-quality brandies made from wheat, rye and spelt which are stored in oak casks for over eight years. The "Herzdame" (queen of hearts) completes this trio of specialities - a fresh and fruity liqueur.

The Kreuzritter and Dreiling performed well at the World-Spirits Award, securing a silver for Lower Saxony.