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Schwarze & Schlichte – Brand personalities from Westphalia

The family business Schwarze & Schlichte from Westphalia has been representing the highest quality spirits for the last 345 years with a distinct range of national specialities, regional traditional brands and successful international innovations. This top quality is based on a distilling tradition acquired over centuries which has been passed down over twelve generations. Even today, distilling and maceration still take place at the company’s own distillery where plenty of time and skill are invested. The selection and processing of the best raw materials and continuous control of the production process ensure a consistently high quality. One factor for success is the ongoing brand management in accordance with the specific requirements of the various brand personalities.

Three Sixty Vodka is one of the purest and mildest vodkas in the world. A fourfold distillation process ensures tangible softness and exceptional clarity while the purity of the vodka is all down to the time-consuming “Diamond Filtration” process: the finest filters are used, set with crystals like diamond dust, to remove even the smallest of suspended particles from the distillate. Even the packaging is unique: the facet-cut bottle of pure white shiny glass sets off this premium vodka to perfection. A black velvet label completes the sophisticated design.

The Grappa Bianca from Scavi & Ray is characterised by its full-bodied balanced flavour with powerful and intense aromas of marc. This crystal-clear brandy is soft and deliciously balanced thanks to the exquisite skill of the master distillery. The intense and fruity aroma is reminiscent of the sun-soaked vineyards in Italy.

Both products received a silver medal at the World-Spirits.

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.

Excelencia Tequilera de Jalisco: From Mexico to the rest of the world

Tequila Huizache is a homage to the Mexican region of Jalisco, which is famous for the manufacture of agave distillates and also where the roots of the company lie. The Huizache bush (Acacia farnesiana) is abundant in the dry landscape and has been traditionally used for medicinal purposes by the indigenous peoples of Mexico, who believe the plant to be holy. The name means ‘many thorns’ and is a symbol for the strength and resilience of the countryside and the people who live and work here.

Once the Spanish conquerors had recognised the value of the agave plant in the 16th century and introduced European knowledge about the art of distillation, the region – today a UNESCO world heritage site, incidentally – became the main producer of tequila, which was distributed from here to the rest of Mexico. In 1870, Tequila Herradura SA de CV was founded and, over time, developed to become one of the biggest brands. In the late 1990s, the sisters Luz Gabriela and María Elisa Romo de la Peña decided to sell their stakes in the company and take over the plantations. In 2003, they founded the Excelencia Tequilera de Jalisco and specialised in the production of 100% agave premium tequila. The top brand Tequila Huizache was introduced in 2005 and opened a new chapter in the success story, which spans six generations with almost 150 years of experience.

At the World Spirits Award, there was gold for Huizache Blanco, Huizache Reposado and Huizache Origen.

Cervejaria Backer: Innovation from Brazil

The Backer Brewery was founded in 1999 by the Lebbos brothers near Serra do Curral in the southeast of Brazil and now has 80 employees. With 25 bottled beer varieties, every month 800,000 litres are produced, according to company director, Paula Lebbos. The focus is currently on starting out in the world of whiskey, something she was introduced to at Jack Daniel’s in the USA in 2010. This prompted the desire to make their own whisky. As in the past, when there was a market niche for craft beer, the possibility of filling a niche for single malt also became evident here.

The company also owns a bar in the capital city, Belo Horizonte: Templo Cervejeiro. As well as their beer portfolio, the two innovative spirits, whiskey and gin, are also offered. 3 Lobos Whiskey Artesanal Experience is distilled in specially manufactured copper stills following Scottish tradition, with malted barley – which is also used in some beers as brewing malt – and matures for five years in American oak barrels (Jim Beam Bourbon). For the first batch, more than 5,000 numbered bottles were filled. Lebbos Hop Dry Gin combines traditional botanicals such as juniper and angelica root with the essence of craft beer: hops. Its lightness and freshness make this gin a real pleasure to drink, especially in a gin & tonic.

At the World Spirits Award, gold was awarded to 3 Lobos Whiskey and Lebbos Hop Dry Gin.