World-Spirits Online Guide Abo – order now

Diageo India: Single malt with the spirit of the desert

Diageo India, as a subsidiary of the world market leader Diageo, is the leading alcoholic drinks company in the country with a wide portfolio of over 50 spirits brands – old and new, big and small, global and local, in almost every price segment in every category. Each spirit has its own story to tell – of tradition, craftsmanship, innovative production and inspiring design. One of these is Godawan whisky.

It was born in Rajasthan, an area with a flourishing heritage of proud artisans who uphold old traditions and foster a rich culture of art, design, music and architecture. This heritage is also a cornerstone in the production of the single malt – from the grain to the glass – in an exceptional environment. It makes use of the heat in the extreme climate and of local ingredients, to create malts with a great depth of taste. The basis is locally sourced, six-row barley, a crop with a higher protein content, slowly distilled after malting and matured at high temperatures. It is then finalised in special barrels with Indian plant substances, ensuring an authentic taste. The bottle sports a giant bustard, a bird that symbolises the exceptional culture of the region. Once present throughout India, the shrinking habitats are driving the majestic bird to extinction. The last of the remaining 150 birds have found refuge in the rough desert of Rajasthan.

At the World Spirits Award, silver was awarded to Godawan Single Malt Rich and Rounded Artisan Whisky, Godawan Single Malt Fruit and Spice Artisan Whisky.

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.