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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.

Aeijst: Making gin an experience

Spelt Aeijst, pronounced ‘eye-st’ – the Styrian dialect word for the branches on which botanicals grow. It is actually a London Dry Gin, but the name Styrian Pale Gin describes its own special style. The simple design of the bottle is reflected in its taste: clear and pure, both inside and out. 25 years ago, Wolfgang Thomann discovered schnapps distilling. With an old copper vat, fruit from his own garden and a few helpers he distilled alcohol for the first time. Since September 2018 there has been a new production site in St. Nikolai im Sausal, with a distillery open for tours and rooms for events and tastings. The centrepiece of the former winegrower’s house is a 400-litre copper vat.

Aeijst Gin is stored for one year in a new French barrique from Vosges, and another year in a rum barrel (18-year-old rum). It is bottled into hand-blown and signed bottles from the Viennese glassworks Comploj, limited to 500 bottles. Following this classic barrel aged gin and some experiments, Aeijst Umbra was created, a new definition of gin. “For us it is the spirit par excellence. Made from organic botanicals and natural spring water, slowly distilled in small batches, and unfiltered. An interpretation that breaks with well-known gin tastes.” New to the product range is Aeijst Peat, the first of its kind in Austria. It is a gin made from juniper berries that were smoked over Styrian peat from the Garanas high moor in western Styria.

At the World Spirits Award, there was double gold for Aeijst Peat Gin (Spirit of the Year & World Spirits Award 2021).

MattiE – Ellmauer Obstbrennerei: First-class distillery craftsmanship

Ellmauer Obstbrennerei is a Tyrolean family business that was handed over in 2009 from the Spielthenner-Walch family into the experienced hands of the Erber family, which has a long tradition of distilling dating back to 1909 in Brixen im Thale. After the external takeover, the talented distiller Matthias Erber moved to Ellmau in search of new challenges, where his fine skills are being put into practice.

The fourth and fifth generations work harmoniously together in the loving family business with the sole aim of producing high-quality distillates. Father and sons do everything they can to process only the finest fruit into fine brandies, because the essence is in the fruit, according to the distillery’s motto. Careful handling of raw materials and first-class mashing are the hallmarks of the Ellmauer Obstbrennerei. Whether handpicked sour cherries, Stanz plums, apricots, rowan berries or Gravensteiner apples: here you find everything your heart desires. In addition to fine brandies, schnapps and liqueurs, jams are prepared following traditional recipes.

On the one hand, inherited expertise meets acquired expertise in high-proof spirits. The trained brewer, maltster and distiller is the son of a famous autodidact in the world of spirits. On the other hand, a highly qualified producer meets a fully motivated distributor. Matthias is the doer, while Ramona is the hub of MattiE. The bonus for customers is that communication channels in a company could not be shorter.

At the World Spirits Award 2025, there was Gold for Williams Pear Brandy, Cherry Brandy and Sour Cherry Brandy, and Silver for Apricot Brandy, Red Williams Pear Brandy and Damson Brandy.