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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.

Destillerie & Brennerei Heinrich Habbel: A maker of special products

Founded in 1878, the grain distillery and adjoining farm is run by the fourth generation of the family. In keeping with tradition, the focus is on classic craftsmanship with great attention to detail. In 2013, the new Hillock Park Distillery was built with pot stills and state-of-the-art technology, named after their established brand of whiskies and liqueurs. The distillery and the western-style saloon make an ideal venue for monthly tastings with changing themes. The distillery is a popular destination in Sprockhövel, excellent for combining shopping in a historic setting with a visit to the cosy restaurant and best whisky bar. The distillery has been named one of the best whisky stores in Germany every year since 2011.

Particular attention is paid to sustainability, with raw materials coming from the region over the shortest possible distances. Well water from their own forest spring guarantees purity and unadulterated taste. Barrel selection is also very important. In addition to first-fill barrels of various origins, new barrels have also been stored in the Hillock Warehouse with the OXOline barrel storage system since 2022. The innovative barrel management system also allows for limited special bottlings. The single malts Hillock 6 ex-Bourbon, Hillock 6 Portwine and Hillock 6 Triple Wood were made from former rum, port and bourbon barrels and were released recently.

At the World Spirits Award, there was gold for Deputat, silver for Hillock Honey & Herbs Single Malt Whisky Liqueur, Hillock Honey Single Malt Whisky Liqueur, Hillock 12 Single Malt Whisky, Hillock 6 Portwine Single Malt Whisky and Hillock 6 ex-Bourbon Single Malt Whisky, and bronze for Single Malt Whisky.

United Spirits Limited – A market leader in India

Whisky, brandy, rum, gin and vodka are the flagship products of USL, the largest spirits company in the world. Its history dates back to the 19th century and the country’s British-influenced history. In addition to its 100% subsidiaries Whyte & Mackay and Bouvet Ladubay, brands such as McDowell’s, Bagpiper, Dalmore, Jura, Black Dog, Signature, Antiquity, Royal Challenge, DSP Black, Director Special, Old Tavern, Haywards, No.1 Brandy, Honey Bee, McDowell VSOP Brandy, No.1 Celebration Rum, Old Cask Rum, Pinky Vodka, Romanov Vodka, White Mischief Vodka, Vladivar Vodka and Four Seasons are also part of the comprehensive portfolio. More than a million cases from 22 of the approximately 140 brands in total are sold each year.

Over 165 awards in international competitions emphasise the high quality of the products: Mondial, International Wine and Spirit Competition (IWSC), International Spirits Challenge (ISC), World Beverage Competition (WBC), Monde Selections, Mundusvini, International Taste & Quality Institute (ITQI), Beverage Tasting Institute (BTI), The Scotch Masters, Vodka Masters England, etc.

USL is a true innovator, as in the case of the first ‘pre-mixed gin’. It was also a pioneer of spirits sold in cardboard cartons in India and produced the first Single Malt in Asia to be based on the Scottish tradition and the first ‘diet versions’ of whisky and vodka in India. The company’s products are exported to 37 countries across the world, and in India itself, distilleries and sales offices are distributed across the country, encompassing a team of over 7,500 people. A well-equipped Technical Centre was established in 1989 where scientists from different fields work on quality assurance and innovation – chemists, microbiologists, biotechnicians and nutritional experts. Top quality standards for the numerous production sites are also developed here.

At the World Spirits Award, there was gold for the White Mischief Ultra Pure Vodka.