World-Spirits Online Guide Abo – order now

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.

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.

AXIS Flight Training Systems: Axis Gin

AXIS Flight Training Systems is a manufacturer of full flight D level simulators – the highest qualification level. The idea of distilling his own gin came from Managing Director Christian Theuermann in January 2023. After visiting several distilleries, the Krauss Distillery was chosen, where the gin is produced according to their own recipe. Juniper was used predominantly, with Andaliman pepper, lavender, lemon and cardamom as botanicals. The fact that five botanicals have been chosen is intended to indicate that the company is represented on five continents.

After four weeks of maceration of the botanicals, distillation takes place, followed by the addition of water to adjust to drinking strength. The gin is bottled at 47 percent by volume because the holding company is based in Zurich and Lebring in Styria is headquarters – and both are on the 47th latitude.

At the World Spirits Award, there was Gold for 47° London Dry Gin Reserva, and Silver for 47° Master Blend Rum.

Kornbrennerei H. Heydt – An awareness of tradition and trends

The medium-sized family business was founded in 1860 in Haselünne, which is in Emsland in Northern Germany, an area which lives from agriculture, grazing and forestry. The home distillery developed into an important business over the generations. Grain has always been the base, and over the years the product range has been continually improved and expanded. Wheat distillate was reinterpreted to make this forgotten kind more accessible again to consumers. The grain distillate, which is distilled in their own distillery, matures over several years in carefully selected wooden barrels. Hubert Heydt is a member of the fourth generation of the family to run the business and he has always looked ahead, just like the company’s founder: “We still have lots to do! Our barrel storage cellar has many a treasure ready for our customers.”

The portfolio includes traditional brands from the clear spirits category, herb liqueurs, light fruit spirits and vodka-based contemporary brands. The product philosophy is focused on the further development of existing products by taking over traditional brands that are well-known. The ‘Steinhäger’ is one such product. Heydt has, however, also established new trends with its own brands; the ‘light power products’ are a success story in themselves. Limited editions are marketed under the ‘Heydt Manufaktur’ label.

At the World Spirits Award, there was a haul of six gold awards and one silver.