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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.

Kweichow Moutai: China’s ‘national schnapps’ on the rise

Baijiu is the most popular alcoholic drink in China and Moutai the most famous brand, with a similar status to vodka in Russia or tequila in Mexico. Its origins go back over 2,000 years to the time of Emperor Wu of Han. These days, the national drink is frequently served at official state banquets and is used as the official state gift. Its protected source is the village of Maotai in the Guizhou province on the banks of the Chishui, the Red River. These days, more than 30,000 tons of the 53 percent alcohol Moutai are produced. In cooperation with Camus, a limited edition was launched as an homage to the greatest poets: after Li Bai in 2013, Du Fu followed in 2018. The elegant bottle showing a painting of a poem is made from the finest porcelain.

Traditional methods are used for the distillation of regional raw materials: organic sorghum and wheat and the best water. Fermentation takes place at high temperatures. During the production process, which takes a year, fresh grain is added twice to the boilers, then several boiling and fermentation processes take place. Every batch of the distillate is separated according to age, production cycle and aroma. It then matures slowly in terracotta containers and, during the storage period of at least five years, develops a fine soya aroma. Master blenders make sure that the characteristic, full flavour is preserved. The secret lies in the humid climate, the water from the Chishui, as well as in the distillation technique and maturing period.

At the World Spirits Award, there was double gold for Kweichou Moutai Du Fu Edition.

Highclere Castle Spirits: Traditional gin with style

Highclere Castle is a manor house in the neo-Renaissance style dating back to the 19th century, located in the county of Hampshire to the south-west of London. The exquisite country house has been the home of the Carnarvon family for more than 300 years and clearly has a long and rich past. The typically English park is located within the 1,000 hectare grounds of gentle hills and woodlands. Over the centuries, visitors have included kings and artists, statesmen and authors. The etiquette involved in playing host to such noteworthy guests has been perfected over generations.

Today, Lady Carnarvon still welcomes friends and guests in the drawing room or on the lawn with a gin cocktail or traditional gin and tonic – traditionally with the juice and peel of fresh oranges and a sprig of rosemary from the garden. Juniper has grown wild on the grounds since Roman times and forms the backbone of the first-class London Dry Gin. In the family archives, recipes can be found from the early 20th century, which were painstakingly fine-tuned over the space of two years. At the heart of it all is juniper, which is joined by lavender, lime blossom and orange peel. The unusual addition of oats as a botanical creates a creamy note.

Highclere Castle Gin is produced in England’s oldest gin distillery from the 19th century, above an ancient underground spring. Continuous improvements and a long tradition have led to a facility being established in which worldwide prize-winning gins of the highest quality are produced.

At the World Spirits Award, there was gold for Highclere Castle Gin.