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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.

Prevelon: Premium vodka by order of the Kremlin

Kremlin Premium Vodka was created as the official drink for all diplomatic receptions and banquets at the Kremlin and was intended as the hallmark of high-ranking events. The decision in favour of the most traditional Russian drink was unanimous. It was only produced on special order and in limited amounts. The first large batch of this ‘protocol’ vodka was ordered in February 1945 for the Yalta Conference. Kremlin Award Grand Premium came on the market in 2011 and is exported to 38 countries, and in many of them it holds the top position in the ultra-premium vodka category. Since 2016, the product range has included Kremlin Award Classic, which enjoys great popularity amongst all partners.

Two products have been added to the product range. Kremlin Award Organic is based on alcohol that is produced from the highest quality organic wheat, and on natural drinking water. The vodka passes through a multi-stage purification through pure birchwood charcoal. The alcohol for Kremlin Award Vintage is made from organic grains from the same harvest. The wheat grains are stored in a grain silo until they reach their physiological maturity in order to get a high-quality base product. The ‘luxury alcohol’ is then mixed with natural drinking water and, after purification, is granted a resting period. Production is limited to the year stated on the label.

At the World Spirits Award, there was gold for Kremlin Award Organic and Kremlin Award Vintage.

Kiuchi Brewing and Distilling: Authentic products with a long tradition

The Kiuchi sake brewery was founded in 1823 in the city of Naka in Ibaraki Prefecture. High-quality ingredients and great craftsmanship have been used for generations. When Mikio Kiuchi took over the brewery in the 1950s, the sake industry, like the rest of the economy, was growing rapidly, flooding the market with mass-produced goods. However, Kiuchi stuck to its high-end philosophy, the trademark of the company since its foundation. The family seized the opportunity of entering the craft beer market, buying equipment from abroad and incorporating their sake brewing experience into beer production. The whiskey business was launched in 2016, and the ‘Hinomaru Whiskey’ and ‘Hinomaru Gin’ brands were created to mark the anniversary year 2023.

Traditions have been passed on and refined in the search for authentic sake brewing. An old community centre was renovated and became the new location of the brewery and distillery. This is a meeting place where people from the area gather and chat as they used to, and can now also enjoy a whiskey. In addition to a tour and a tasting corner, there is also a popular restaurant.

At the World Spirits Award, the First Class Distillery received gold for Hinomaru Gin Craft, Kiuchi rice shochu Ginka edition, silver for Kikusakari Awashizuku Sparkling Sake Vintage 2008, Hinomaru Whiskey Sakura Cask aged 6 years, Hinomaru Whiskey SAKURA blended, Hinomaru Whiskey Signature 1823, Hinomaru whisky The 1st barrels, and bronze for Hinomaru whisky sherry cask 6 years.

LACASCARA: Premium aperitif made of the ‘cáscara’

This special product was created on the base of cáscara, grapefruit and raspberries. The Spanish name means ‘skin’, referring specifically to the skin of the red coffee berry. Centuries ago, cáscara was dried on coffee farms and drunk as tea; in modern coffee production, the pulp and skin remain unused – this could potentially create a mountain of around ten million tons of cáscara. It only gained approval as a novel food in 2022. Its use in this aperitif also has a social aspect, as coffee farms receive much-needed additional income.

Behind LACASCARA are Lisah Dietrich, who worked in marketing for many years, and Constantin Müller, owner of an advertising film agency and a camera rental company, and also a lecturer at RheinMain University of Applied Sciences. They source the highest quality cáscara from Colombia and Peru from farms that have left cooperatives to market their own coffee. During the season, the best ripe coffee berries are picked by hand in 4 harvests, before being sorted and dried in the sun for over 40 days. The liqueur is then produced by hand in a small distillery, without artificial additives. Caffeine is only present in small amounts; one glass contains only one to two percent of the caffeine contained in a litre of cola. The taste of cáscara is reminiscent of rosehip, pomegranate and spicy honey. Perfect as a spritz, with tonic water, neat, or on the rocks. With a balance of fruitiness and a slight bitter note, a new, natural taste experience has been created that also meets the needs of an entire generation for high quality, sustainability and naturalness.

LACASCARA Premium Aperitivo won silver at the World Spirits Award.