World-Spirits Online Guide Abo – order now

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.

Georg Hemmeter – XUXU, Escorial, SILLA EL FUERTE

Georg Hemmeter – strawberry drinks with exceptional flavour guaranteed

The name Georg Hemmeter – a company of the Underberg Group – stands for innovative spirits, in particular the XUXU range. The fresh and fruity strawberry drink contains 66 percent fruit plus crystal-clear vodka, rounded off with a dash of lime. The harmony between the sweetness of the fruit and just 15% alcohol by volume is created using a special production method. XUXU Ten, the little luxury in a 250 ml aluminium bottle with only 10% alcohol by volume, is dressed to party – it is still relatively new to the market, yet is already at home in all the world’s top party venues.
XUXU can be served in so many different ways: chilled, neat, on crushed ice, as a dessert topping, with sparkling wine or with other mixers – XUXU tastes heavenly and offers fresh and fruity pleasure. Welcome to Berrydise!

Initially the absolute top star in Greece, XUXU is now also number 1 in Russia, and extremely popular in Turkey and Italy too.


XUXU Strawberry & Vodka Drink and XUXU Ten won Gold at the World Spirits Award 2014.

APQ-Spirits – Fine products in a fine design

APQ-Spirits was founded in 2016 by Werner Krauss, the master distiller of Feindestillerie Krauss. The aim of the small, friendly company is to produce spirits with the addition of essences. Thus a clear distinction is made to the parent company, in which only 100% distillates and spirits are manufactured. The abbreviation APQ stands for ‘Austrian Premium Quality’ – and that is what the produced spirits should be. The focus lies on the development and implementation of new product ideas, for the in-house label as well as for other brands.

The first APQ product was a Dry Gin, which, following distillation, was spiked with essence of rose – like Hendrick’s Gin – to ‘materialise’ the wonderful scent of roses. This clear, fresh gin carries the name Rose Garden, and the special label was put to canvas by painter Herbert Forstner from Lower Austria using the techniques of old masters and then digitalised. A hazelnut spirit is the starting point of their own line of spirits with well-known and new flavours.

At the World Spirits Award, the premiere was awarded two gold medals: one for APQ Hazelnut, and one for Rose Garden Dry Gin.

Destillerie Josef Hofer: The finest stone pine schnapps

In the Styrian Enns Valley, at the foot of Mount Grimming, lies Irdning-Donnersbachtal. The Josef Hofer family business has been on the main square since 1797, now in the eighth generation. The stone pine schnapps plays an important role in the production of spirits and liqueurs. Since 2005, the Zirbenz Stone Pine Liqueur has been exported to the best resorts in the United States.

A stone pine spirit in its original form only needs pure alcohol and some sugar. 35 percent alcohol by volume gives an ideal combination of flavour and sharpness. The colour is typical with light blue-violet tones. Picking the cones is a risky job, as they hang on the outermost branches. And it has to be done quickly, because, due to the exothermal fermentation processes, the resin begins to seep out, leading to a bitterness which makes the cones unusable. Production begins after visual inspection of the cones: perfect examples are red throughout when cut open. They are left in a mixture of alcohol and water, depending on temperature and maturity, for two to three weeks. Once the sugar has been added, the alcohol content is regulated and, after a short resting period, the filtration and bottling follow.

‘Zirbenz trifft Barrique’ (Zirbenz meets barrique) is matured for six months in a new barrique made of American oak. The reddish-brown colour evokes whisky, while the aroma brings together stone pine with kiln-dry notes, hints of rum, tobacco and wood. A schnapps with strong bitter aromas from the roots of yellow gentian, which are washed and set in pure alcohol for two weeks, is a rarity.

At the World Spirits Award, there was gold for Zirbenz, as well as silver for Zirbenz trifft Barrique and Enzian (gentian).