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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.

Jim Beam Distillery – Bourbon straight on

Knob Creek is named after a rivulet in Kentucky, the home of President Abraham Lincoln. His steadfast attitude seems to serve as an example for this straightforward bourbon. The square ‘chemist’s bottle’ suits these traditional values perfectly, as does the striking label which is reminiscent of the old tradition of wrapping bottles in newspaper. To this day, a mixture of experience and craftsmanship is the recipe for success for the bourbon from Knob Creek.

The bourbon was at the peak of its success in 1919, when the nationwide prohibition of the sale, manufacture and transport of alcohol began – lasting until 1933. Following this, a new start was impossible for many distilleries; others couldn’t finance the customary long maturing process of the bourbon. This situation motivated Booker Noe to revive the traditional bourbon style from the time before the prohibition: rich in aroma, with discreet sweetness due to year-long maturation in strongly ‘toasted’ wooden barrels from American white oak. In 1950, he joined the family business – his mother was the daughter of Jim Beam, which meant bourbon was already in his blood – and completed his training as Master Distiller. With the small series of premium bourbon he launched, the term ‘batch’ (small) was established and revolutionised the industry. His son, Fred Noe, continues with this clear strategy: “I learnt the business from scratch, listened to my father and learnt on the job. I know what it means to make perfect bourbon. Each bottle is a reflection of my family.” Since 1992, the Knob Creek brand has represented these values with the perfect combination of tradition and top quality.

A golden trio was successful at the World Spirits Award: Knob Creek Rye Whiskey Small Batch, Knob Creek Single Barrel Reserve Bourbon and Knob Creek Straight Bourbon.

Mosgaard Whisky: Danish whisky in Scottish tradition

Near the southeast coast of the island of Fünen, Gitte and Jes Mosgaard have converted an old farm into a craft distillery. It is their mission to combine taste, design and high-quality organic products from Denmark with a new interpretation of Scottish tradition. And so, an old variety of barley is grown in a national park on the west coast and malted on the farm to ensure the right fruitiness and sweet, malty flavour. The distillation plant was handmade in Portugal according to their own designs. “Thousands of hammer blows have formed raw copper plates to achieve the products’ specific flavour profile – as clean as nature.”

For the fermentation process, the usual double fermentation period is observed to avoid unstable yeast and undesirable aromas. The climate is very important during the maturation period, whereby the nearby coast and clean air have an influence. The wooden barrels are manufactured according to the desired flavour profile. The oak comes from sherry barrels or from large port wine and bourbon barrels. The whiskies are available in two varieties: as a fruity single malt with a clean malt flavour and as a peated version, whereby the barley malt is dried over peat smoke.

In 2018, Mosgaard was named the best Danish distillery and, in 2019, the best Danish whisky distillery. The outlook for exports is good, as organic Danish foodstuffs are highly attractive on international markets.

At the World Spirits Award, there was gold for Single Malt Whisky Peated Bourbon Cask, and silver for Single Malt Whisky Oloroso Cask and Single Malt Whisky Pedro Ximenez Cask.

AnderWald: A place full of stories

This tale began not in a cellar, not in a distillery, but in a small pub in Dublin. A place full of stories, with golden drops that whispered of old recipes. It was there that they had the idea to create their own fine spirits, not just to enjoy the ones already there. Unique pieces as an expression of their own path. Where small miracles are created from water, fire, earth and time. And where every drop tells the story of its origin.

This young, independent spirits producer in Deutsch-Brodersdorf is dedicated to combining regionality, traditional distilling craftsmanship and innovative barrel ageing. Philipp Zima, a trained chemist, developed the recipes and production processes himself with scientific precision. Raw materials such as Styrian apples for the brandy and Viennese barley malt for the whisky are used in the process. They have respect for the classics, as well as the courage to think differently. Their heart is in nature, their gaze is deep – and their curiosity is fuelled by alchemy.

Maturation takes place in selected European barrels, as well as classic oak and local chestnut wood, which lends a unique, warm aroma. A central element of the philosophy is the targeted barrel reference: their own maturing barrels filled with apple brandy are used for individual maturation. Sustainability, transparency in the origin of raw materials and uncompromising quality characterise the way they work.

At the World Spirits Award, there was Silver for Single Malt Whisky Wiener Malz, Apfel Edelbrand Holz and Wodka Reserve.