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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.

Tamborine Mountain Distillery – Original from the original

Visitors to the distillery owned by Michael and Alla Ward can explore this colourful and perhaps somewhat crazy world. The couple moved from Tasmania to Queensland in 1992 where they purchased 1.3 hectares of land in the backcountry of the Gold Coast, fascinated by the diversity of fruit growing here. Since they didn’t use any chemical sprays, the harvested fruits did not correspond to market requirements. So what to do with the large volume of fruit produced? Soon the solution was found: ferment and distil it!

Australia’s smallest pot still distillery has since achieved fame across the world: in Europe as well as the USA and Asia. The manufacture offers a very diverse programme of dozens of products: imaginative liqueur creations, fruit brandies, absinthe, aquavit, bitter, gin, grappa, pastis, rum, vodka and much more. Word of mouth and a media presence have ensured that the small yet refined company has become widely renowned, winning hundreds of international rewards.

Three ingredients determine the success of these sparkling personalities of the spirits world (in addition to passion and zest for life, of course): red volcanic soil, opulent fruits and fresh spring water. The distillation is carried out through the traditional method in small copper stills – with a small degree of technical improvisation. The equipment used is unique: the bottles are imported from Italy and France and hand-painted by Alla Ward. Her Russian background is reflected in this colourful artwork which combines to form a striking puzzle on the well-stacked shelves.

Some new products were presented at the World Spirits Award from the company’s colourful range and with great success: there was gold for the aquavit, silver for the Slivovitz (damson) and Bucku Whisky Liqueur, and bronze for the grappa.

Euelsberger Brennerei: Production in the Eifel region

Owner and master distiller Stephan Thomé and his wife Claudia run the 2017 start-up in Dingdorf in the Eifel region. There wasn’t a distillery on his parents’ farm – the new production facility was installed in the old calf shed. “My parents tell me my great-grandfather would have loved it. We love the materials of copper and stainless steel, and the way the light falls on them through the old stable windows.”

The name of the business comes from the Euelsberg, where they have a traditional orchard with tall trees growing apples, pears, damsons, Mirabelle plums, greengage plums and walnuts. They produce fruit brandies, spirits and various gins, all in the New Western Gin category. In the development phase, the distiller played around with over 120 herbs in his aroma lab, the result was twelve varieties, of which three were chosen for the first batch. Each gin has its own individual note, from spicy and fresh to floral and oriental.

The botanicals – be they from their own land or from around the world – are carefully selected and are of the same highest quality as those used in top restaurants and homeopathy. Many ingredients are from organic farms and are harvested by hand. In the small production facility, all stages are carried out by hand. The gin is carefully filtered to preserve the aroma and is bottled by hand to then mature first in steel barrels and then for months in the bottle itself.

At the World Spirits Award, there was gold for Laux Premium #1, Laux Premium #3, White Vermouth and Red Vermouth with Majorcan oranges, and silver for Laux Premium #2.