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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.

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.

Spezialitäten-Brennerei & Whisky Destillerie Liebl: Distilled with passion

The roots of the family business go back to the year 1935 and the small grocery store of grandmother Maria Liebl. Following the difficult war years, a wine and spirits trade was added to the business. In 1970, they began with their own production of traditional, regional specialities such as Bärwurz.

The purchase of a distillery in 1990, with the rights for distilling 300 litres, laid the foundation for the current technology. In January 2006, the first whisky distillery in the Bavarian Forest was created. In 2013, the product range was extended with Bavarian Dry Gin, Bavarian Premium Vodka and Bavarian Rum. As well as apple, pear and damson, the focus is on wild fruits such as wild cherry, yew, hawthorn and juneberry, but the repertoire also includes Sicilian blood orange and tangerine.

Tradition, nature, time and the desire to create something special are the principles on which top class spirits have been produced here for many years. Nature provides the benchmark and thus also the motivation for Gerhard Liebl to transform fully ripe fruit into ‘liquid diamonds of the art of distillation’ every year.

The World Class Distillery 2022 received gold for Williamsbirne Edition Lena (pear), Jahrgangsbrand 2020, Bergkirschbrand (cherry), Rote Williamsbirne (pear), Elsbeerenbrand (wild serviceberry), Spänlingbrand (plum) and Espressolikör (espresso liqueur).