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Lehar – The liqueur manufacturer with a successful recipe

Josef Lehar, a relative of Franz Lehar (the ‘king of operetta’), established an enterprise in 1902 that also had to do with composition – in his case harmonious distilled spirits, vinegar, oil, and tea – and which was able to continue growing, even through times of crisis. At the first international exhibition for ‘Trade, Commerce and Social Hygiene’ in 1908, a herb liqueur – the ‘Original Lehar Bitter’ – was awarded a certificate of honour. The company was taken over in 1976 by Mr. and Mrs. Wiesböck and transformed into the company it is today. Since March 2007, Dietmar Messner, a qualified graduate in business administration and a market researcher, has been running the business according to tradition as the owner.

Today, a wide range of high quality products is available at the modern company in Ebreichsdorf: the company focuses predominantly on the production and bottling of alcoholic products from Austria and abroad, the production and trade of speciality foods and diabetic products as well as other health, pharmacy and cosmetics products. The spirits sector deals with liqueurs, brandies, spirits, schnapps, rum and bitters as well as international brands, Gerasdorfer brandies and fruits in alcohol.

Together with the more than 100 years of experience, high processing reliability and strict quality controls ensure an appealing price-performance ratio for all Austrian retail chains, regionally organised and non-organised specialist dealers, retailers and the catering industry. Lehar’s success is not limited to Austria – the company’s fine products are also appreciated internationally, with exports to Germany, Hungary, Hong Kong, Switzerland and Slovakia.

Lehar’s imaginative compositions won classification as a ‘Master Class Distillery 2014’ at the World Spirits Award, with gold for the Likörmacher Herb Liqueur, Likörmacher Egg-Poppy Liqueur, Likörmacher Advocaat-Rum-Coconut and Likörmacher Hazelnut, and silver for the Likörmacher Advocaat-Vanilla and Likörmacher Damson Liqueur.

Feinbrennerei Sasse: A pioneer of Korn distilling

Feinbrennerei Sasse perfectly combines the tradition of craftsmanship with the development of innovation. On the evening of St. Nicholas’ Day in 1987, Rüdiger Sasse held a bottle of Korn (grain distillate) in his hand, which his grandfather had distilled decades before. This moment was the inspiration for an idea that was to change the world of distilling, namely to redefine Korn as a high-quality spirit.

Sasse was the first distillery to recognise the potential of barrique ageing for Korn and perfected it. The resulting mild, golden Korn is a matured and complex grain distillate that no longer has anything in common with the simple ‘clear spirit’ produced long ago. Today, young and committed distillers continue the tradition, believe in regional raw materials, water from their own spring and organic ingredients. In Schöppingen, high-quality distillates are created with lots of passion and patience, handcrafted from the first ingredient through to the final bottling. This way, Feinbrennerei Sasse not only retains its history of almost 300 years but makes it shine again and again with new ideas.

The World Class Distillery 2025 was awarded Gold to Nju Korn Mild, Lagerkorn V.S.O.P., Nju Korn fruchtig, Nju Korn wuchtig, Lagerkorn Atlantic Finish, Cigar Special, Lagerkorn Rebellion, Heide Gin, Lagerkorn Good Luck Preussen and Limoncello.

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.

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.