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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.

Casa Maestri: A long, loyal love of tequila

The Destiladora del Valle de Tequila was founded in the year 2000 by Michael and Celia Maestri, who come from families with deep roots in the Mexican tequila industry. Together, the couple have been involved in the production of tequila for over 70 years – perfect conditions for extra smooth tequila. The result of these efforts has resonated around the world. In addition, they produce for 90 other companies.

Casa Maestri was able to establish itself as the leading contract manufacturer of tequila in Mexico and the eleventh largest exporter within a relatively short time, despite the traditional main competitors. The flagship brand Reserva de MFM is a homage to the blue agave that is cultivated in the hills of Tequila, Jalisco. For this purpose, Michael Maestri conceived a special aroma and taste profile with the well-known Maestra Tequilera Ana Maria Romero.

Priority is given to agaves with a higher sugar content as a basis for higher alcohol production during the fermentation and an increase accordingly of the ester volumes as a basis for more taste. The removal of as many leaves as possible reduces the bitterness and ensures a purer aroma in the end product. The piñas are cooked for a long time in traditional ovens with thick stone walls, making the fibres softer and converting the complex starches into fermentable sugars. After hashing and grinding, the syrup is fermented freely in large tanks. The longer the process, the tangier and more aromatic the tequila is. It is distilled in 5,000-litre copper pot stills.

At the World Spirits Award, gold was awarded to Blanco Casa Maestri Reserva de MFM, Reposado Casa Maestri Reserva de MFM and Añejo Casa Maestri Reserva de MFM.