World-Spirits Online Guide Abo – order now

Edward Snell – Whisky from South Africa

Edward Snell founded a trading company in Durban in 1848, from which the oldest spirit company in South Africa developed over 160 years. Following an eventful history, the company is now once again in the hands of the family. Besides their own brands they also sell numerous local and international drink brands, mostly in various markets in Africa and the Middle East.

The wide range of products includes whisky, brandy, vodka, rum, gin, tequila and cognac. One outstanding label is Firstwatch Whisky with its new look, a striking, square bottle design. Consumer demand for a whisky with an American taste profile has been perfected over time and is presented today as a balanced blend of the finest imported rye and grain. Whether pure, on the rocks or mixed – its diversity makes it popular with many different target groups and successful in one of the largest spirit segments in South Africa.

At the World Spirits Award, there was gold for Firstwatch Whisky.

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.

Shede Spirits: Spirit of China

Shede Founder’s Tribute is the result of a partnership between Camus International and the Chinese spirits manufacturer Shede Spirits, a leading company in the premium Baijiu segment. Production takes place in the southern Chinese province of Sichuan, in a well-maintained ecology park where the traditional Tai’An workshop is located, a part of Chinese culinary heritage – the oldest fermenting pits date back to the Ming Dynasty.

Cyril Camus lived in China in the middle of the 1990s, where he got to know Baijiu. Convinced of the potential of the ‘national spirit’, he launched Kweichow Moutai on the market. The search for new taste profiles signified the birth of the brand ‘Spirit of China’ and Shede was chosen – Founder’s Tribute is its international debut.

In the selection of the raw ingredients – sorghum, rice, sticky rice, wheat, barley and maize – sorghum, the main component, provides the characteristic aroma while the others add complexity and round it off. After the harvest, the grain is steeped and steamed with hot water to open the husk. After cooling, qu is added to aid in fermentation. Fresh grains are pressed into bricks with qu and stored in warm cellars, where microbial cultures flourish. After the fermentation, the grains are removed in layers and distilled by steaming. The basic spirit matures in terracotta containers and is then mixed with 15-year-old vintage Baijiu. In accordance with the principle of ‘sacrifice to gain’, 98% of the raw distillate is sacrificed to preserve the essential 2%. The largest reserve of premium Baijiu in the world is stored in the maturation cellars – over 120,000 tons.

At the World Spirits Award, gold was awarded to Sichuan Strong Aroma Baijiu – Shede Founder’s Tribute.

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.