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Noroi Distillery: Newcomer from Quebec

Noroi was officially opened in February 2019 in Saint-Hyacinthe near Montreal. Here, a small team of five people are experimenting with exceptional spirits. For about a year they worked on a gin recipe that combines traditional distillation and cold distillation. The cold distillation allows various aromas to be preserved, which could otherwise be altered in conventional distilling methods. An orange liqueur was also developed, which smells and tastes like freshly squeezed oranges. When the first maceration of fresh oranges was distilled, everyone was astonished by the freshness of the result – and this unique taste simply had to be shared. Just recently, another unique product was created using the best ingredient Quebec has to offer: a liqueur made from 100% maple syrup.

Noroi distinguishes itself from other distilleries primarily with its equipment and its research and development department, which is constantly working on new innovations; for example, on a distillation vat that can distil at under 0°C. Thanks to the vacuum principle it is possible to reduce the internal pressure, and thus the boiling point of the alcohol.

At the World Spirits Award, there was gold for Maple Liqueur, and silver for Lemon & Lime Vodka and Apéritivo.

Feinbrennerei Simon – The art of distilling from the Spessart peaks

This distillery in Wolfsgrund close to Alzenau was founded in 1879 by the great-great-grandfather of the current owner Severin Simon and the portrait of Johann Simon can be found on every bottle. The classic range comprises fine fruit and fiery fruit brandies, an international range and the highlight products of whiskey, vodka (made from spelt), gin and brandy (distilled from Pinot noir). Regionality is a priority in the production of these authentic, unmistakeable products. The majority of the fruits come from the distillery’s own fruit trees and other plants from the Kahlgrund area. Preservation of the local cultural landscape with its charming valleys, meadows, vineyards, fields and woods plays a key role.

Storage in wooden barrels made from Spessart oak is particularly important and an essential part of expanding the range of high quality brandies. Experience in the careful handling of brandy and wood has led to some magnificent flavoured from these cask-aged specialities. Lots of local fruit varieties have been used from apples to damsons as well as wines from the company’s own vineyards and local grain. In terms of the whiskey, home-grown barley, quality Franconian malt, the finest Spessart oak, a few secret ingredients and lots of passion create a real explosion. The ‘whisky pope Jim Murray’ was particularly impressed: “Fascinating and very different ... definitely worth buying”.

This emphasises the convincing performance at the World Spirits Award: the company was classified as a Master Class Distillery 2013 with gold for the Mirabelle plum, cherry, Zwetschge Holz (damson wood) and Bavaria Whiskey as well as silver for the Wolfsschluchtwasser (apple brandy), apple brandy, coffee spirit and Gin Next Level.

Jim Beam Distillery – Bourbon straight on

Knob Creek is named after a rivulet in Kentucky, the home of President Abraham Lincoln. His steadfast attitude seems to serve as an example for this straightforward bourbon. The square ‘chemist’s bottle’ suits these traditional values perfectly, as does the striking label which is reminiscent of the old tradition of wrapping bottles in newspaper. To this day, a mixture of experience and craftsmanship is the recipe for success for the bourbon from Knob Creek.

The bourbon was at the peak of its success in 1919, when the nationwide prohibition of the sale, manufacture and transport of alcohol began – lasting until 1933. Following this, a new start was impossible for many distilleries; others couldn’t finance the customary long maturing process of the bourbon. This situation motivated Booker Noe to revive the traditional bourbon style from the time before the prohibition: rich in aroma, with discreet sweetness due to year-long maturation in strongly ‘toasted’ wooden barrels from American white oak. In 1950, he joined the family business – his mother was the daughter of Jim Beam, which meant bourbon was already in his blood – and completed his training as Master Distiller. With the small series of premium bourbon he launched, the term ‘batch’ (small) was established and revolutionised the industry. His son, Fred Noe, continues with this clear strategy: “I learnt the business from scratch, listened to my father and learnt on the job. I know what it means to make perfect bourbon. Each bottle is a reflection of my family.” Since 1992, the Knob Creek brand has represented these values with the perfect combination of tradition and top quality.

A golden trio was successful at the World Spirits Award: Knob Creek Rye Whiskey Small Batch, Knob Creek Single Barrel Reserve Bourbon and Knob Creek Straight Bourbon.

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.