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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.

Georg Hemmeter – XUXU, Escorial, SILLA EL FUERTE

Georg Hemmeter – strawberry drinks with exceptional flavour guaranteed

The name Georg Hemmeter – a company of the Underberg Group – stands for innovative spirits, in particular the XUXU range. The fresh and fruity strawberry drink contains 66 percent fruit plus crystal-clear vodka, rounded off with a dash of lime. The harmony between the sweetness of the fruit and just 15% alcohol by volume is created using a special production method. XUXU Ten, the little luxury in a 250 ml aluminium bottle with only 10% alcohol by volume, is dressed to party – it is still relatively new to the market, yet is already at home in all the world’s top party venues.
XUXU can be served in so many different ways: chilled, neat, on crushed ice, as a dessert topping, with sparkling wine or with other mixers – XUXU tastes heavenly and offers fresh and fruity pleasure. Welcome to Berrydise!

Initially the absolute top star in Greece, XUXU is now also number 1 in Russia, and extremely popular in Turkey and Italy too.


XUXU Strawberry & Vodka Drink and XUXU Ten won Gold at the World Spirits Award 2014.

Angostura Limited: From elixir to export hit

Johann Gottlieb Benjamin Siegert, a young doctor born in Germany, journeyed to South America after the Napoleonic Wars. In the services of the freedom fighter Simón Bolívar, he worked in a military hospital in the town of Angostura (now Ciudad Bolívar), and perfected the formula for an aromatic bitter in 1824. This elixir proved to be extremely effective with the soldiers’ stomach troubles and digestive disorders – and is said to have helped them to win the fight for freedom against the Spaniards. Soon the fame of the miracle cure was spread by the sailors, and it became used as a versatile flavour enhancer for foods and drinks, and the foundations for a small but regular export business were laid.

In 1875, the company was relocated to Trinidad, and started in the rum business soon after. In 1949, an in-house distillery was established and, by the end of the 1960s, the Angostura company had expanded sales of its aromatic bitters to over 140 countries around the world – and grew even further in the decades that followed. These days, the global market leader in bitters exports to around 165 countries worldwide, a great achievement for the economy of Trinidad and Tobago. The headquarters are located on a 20-hectare site, where guided tours of the distillery, the bitters production area, the museum and the butterfly collection are organised for locals and visitors.

Die World-Class Distillery 2025 erhielt Gold für Angostura 5 year old Rum, Angostura Reserva, Angostura 1919, Angostura 7 year old Rum, Angostura 1824, Angostura Tamboo, Silver für Angostura 1787.

Herman Jansen Beverages: A global player for genever, gin, and more

Genever, a predecessor of gin, has been produced for centuries in the southern Dutch city of Schiedam near Rotterdam. This is where Peter Jansen founded his distillery in 1777. Following an eventful history and several mergers, the business has grown into a global network. Today, the family company is run by Diederik Jansen in its seventh generation. Craftsmanship, quality and innovation still set trends. The master distiller, two product developers and three beverage manufacturers make up the core team who together have more than a hundred years of experience.

Herman Jansen is an expert in the development and production of spirits and related products and uses his know-how to offer custom solutions. Sustainable partnerships are pursued, whereby in business to business the full-service approach pays off – both sides benefit from the 240 years of experience in distillation and years of knowledge of the market. The wide selection of modern products ranges from local specialities like Dutch genever, Friesian bitters and liqueurs to international rums and a wide range of vodka and gin brands.

As a representative of the cult drink genever, which can hold its own against the popular gin wave through constant effort and striving for a contemporary adaptation, the company received the World Spirits Award 2022 for lifetime achievement. Gold was awarded to Herman Jansen Master Distiller's Choice 2013.