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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.

Cologne Spirits: Cheers from Cologne!

The team at Gin de Cologne is actually a traditional promotion agency. They are all from Cologne and true gin enthusiasts. Concepts are developed for parties and festivals, in clubs and at points of sale. Managing Direc-tor Abbass Khatami had the idea of producing a gin in 2017. Whatever he does, he does with passion – and the rest is a story of success. Following intensive preparation and in coordination with experienced distillers, in November 2017 the first product was launched: Gin de Cologne. Made in Cologne, but not just for the people of Cologne, as this delicious treat was to be distributed around the world.

For 20 years, the agency has also represented big brand names in the spirit world (Captain Morgan, Baileys, Aperol, Ouzo 12, etc.), and so the team know how to market a product effectively and to the right target group. By a variety of means, including tastings at trade fairs, an impressive level of recognition has been reached and Gin de Cologne has been established as a new brand. It can also be seen on large billboards as the agency won the 18/1 Award 2018 with the slogan ‘Alle guten Dinge sind dry’ (‘All good things are dry’).

Aside from good marketing and a good story, the product also has to be right. In this case the concept is to appeal to everybody. Twelve botanicals – including lime, lemon and orange peel, hibiscus, lavender and, of course, juniper – provide the London Dry Gin with fine nuances which tickle the taste buds of gin rookies and connoisseurs alike.

At the World Spirits Award, there was silver for Gin de Cologne.