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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.

Absintherie Celle à Guilloud: A legend with a past and a future

The homeland of absinthe is an area which defies borders: from Val-de-Travers in Switzerland to Pontarlier in France. A wormwood herb with an exceptional flavour grows here in the French-Swiss Jura, which gives absinthe its shared heritage – historically, industrially, socially and culturally. After being re-licensed in Switzerland and France, the region has set itself the goal of promoting the original absinthe and its origins. This has given rise to the ‘Route de l’Absinthe’ with interesting places, events and products relating to the ‘green fairy’ along the way. One such station is the small Absintherie Celle à Guilloud in Fleurier, Val-de-Travers.

For centuries, the location in the canton of Neuchâtel has been a centre of the watch-making industry and the homeland of two Nobel Prize winners. Here, the legend of the valley (formerly also a centre of absinthe distilling) lives on. Daniel Guilloud’s different versions of the mysterious, aromatic drink are far from the industrial standard – visitors can see this for themselves on a tour of the distillery. The beautifully furnished store sells absinthe in various forms, as well as limited editions, hand-blown glass bottles, accessories and much more; above all, though, riveting stories about the mysterious past of absinthe, told by Pierre-André Matthey, the successor to founder Daniel Guilloud. Both received the World Spirits Award 2025 honoris causa for their lives’ work.

At the World Spirits Award 2025, there was Double Gold for Absinthe Celle à Guilloud 54°, Gold for Absinthe La Guilloudtine 68° and Absinthe Celle du Docteur 54°.

Euphoria: Rediscovery of an inspiring drink

After being hidden for more than a century, a very old recipe has once again come to light: Artista has been reborn. The unusual story behind it starts in a dark attic, with a yellowed sheet of paper as the guardian of a secret: a bitter drink with an old-fashioned taste, referred to as the ‘quintessence of creativity’. The legend tells of painters, musicians and poets from the old continent, who enjoyed a mysterious, amber-coloured elixir in Livorno that was able to bring their most inspired works to life – somewhere between a meeting at a literary café and a walk along the famous coast of this exceptional town. Freed from taxes and other duties, it was populated by merchants, artists and seafarers of various cultures and origins. It was a port of people and goods, and a crossroads for ideas in particular, which was able to inspire many – even if they were just passing through.

Selected according to the old original recipe, the ingredients were rediscovered and reworked in the search for an elegant and enticing taste. 33 herbs, spices and extracts are traditionally processed to create an exclusive and absolutely timeless bitter. The result is an amber-coloured liqueur boasting a hint of aromatic lemon and a sweet and delicate lasting taste.

Amaro Artista achieved gold at the World Spirits Award.