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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.

St. Nicolaus – Specialities from Slovakia

The St. Nicolaus Corporation is the market leader in Slovakian spirits and has been producing traditional and popular spirits and distillates from first-class raw materials for nearly 150 years. Production is linked to the tradition of spirit production in the Liptau region, where the master of spirits, Armín Štark, founded the first spirit refinery in the town of Liptovský Mikuláš in 1867.

The portfolio includes dozens of brands, the most important being Nicolaus Vodka, Demänovka herb liqueur, fruit spirits Jubilejná and Spirituosen Klasik. In addition, there is a broad range of gin, rum, brandy, liqueurs, fruit and bitter spirits and juniper brandies. The Slovenské Vinice brand represents Slovakian wines from popular grape varieties, which are selected by an international commission of experts. As well as domestic production in Liptovský, Mikuláš and Leopoldov, St. Nicolaus also has a brandy distillery and liqueur factory in Vásárosnamény, Hungary, where top quality fruit spirits are produced under the brand name St. Nicolaus Exclusive Edition. The corporation is also sole distributor for the brands Soberano, Lepanto and the premium gin The London No.1. The company also has sales agencies in the Czech Republic and in Hungary, and their products are distributed in many countries all over the world.

At the World Spirits Award there was gold for Nicolaus Extra Jemna Vodka and Nicolaus Platinum 78 Vodka.

Prodal'94 – Strong brands from Romania

Founded nearly 15 years ago, Prodal is now one of the largest producers of alcoholic drinks in Romania. Two stars from the product range – and market leaders in each of their categories – are the Wembley Dry Gin and Stalinskaya Vodka. The distinctive bottle and label designs come from the internationally recognised London company Claessens, a specialist on the international drinks market. At the World Spirits Award, the gin rated excellent, with double gold (Spirit of the Year 2014). The vodka received a gold medal.

The name Stalinskaya comes from the Russian word ‘stal’, which can be translated as ‘hard as steel’. Following an old Russian recipe, the vodka is produced with the most modern technology, the base ingredient is premium alcohol from the best grain. Stalinskaya came on the market in 1996 and grew constantly, today it is the number one with about 40% market share. The brand’s central motto, ‘For the strong’, is a central theme through all the advertising campaigns, whether print, film or video. Lots of ice and snow, a large dose of the male spirit for adventure, and always with a friend at their side – this also describes Stalinskaya: pure and authentic, and of the best quality.

The Wembley London Dry Gin came on the market in 2001 and became market leader in only eight months. It is still the most popular gin in Romania. Based on a traditional English recipe, distilled with the latest technology, it is ‘very British’. The name Wembley also evokes a district with history, and strong links to the concepts of entertainment and happiness. Londoners’ penchant for traditional values is underlined by the label design with the symbol of the British crown.