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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.

Jim Beam Distillery – Bourbon straight on

Knob Creek is named after a rivulet in Kentucky, the home of President Abraham Lincoln. His steadfast attitude seems to serve as an example for this straightforward bourbon. The square ‘chemist’s bottle’ suits these traditional values perfectly, as does the striking label which is reminiscent of the old tradition of wrapping bottles in newspaper. To this day, a mixture of experience and craftsmanship is the recipe for success for the bourbon from Knob Creek.

The bourbon was at the peak of its success in 1919, when the nationwide prohibition of the sale, manufacture and transport of alcohol began – lasting until 1933. Following this, a new start was impossible for many distilleries; others couldn’t finance the customary long maturing process of the bourbon. This situation motivated Booker Noe to revive the traditional bourbon style from the time before the prohibition: rich in aroma, with discreet sweetness due to year-long maturation in strongly ‘toasted’ wooden barrels from American white oak. In 1950, he joined the family business – his mother was the daughter of Jim Beam, which meant bourbon was already in his blood – and completed his training as Master Distiller. With the small series of premium bourbon he launched, the term ‘batch’ (small) was established and revolutionised the industry. His son, Fred Noe, continues with this clear strategy: “I learnt the business from scratch, listened to my father and learnt on the job. I know what it means to make perfect bourbon. Each bottle is a reflection of my family.” Since 1992, the Knob Creek brand has represented these values with the perfect combination of tradition and top quality.

A golden trio was successful at the World Spirits Award: Knob Creek Rye Whiskey Small Batch, Knob Creek Single Barrel Reserve Bourbon and Knob Creek Straight Bourbon.

Eifel-Destillerie: Herbal specialities from Eifel

In 1925, Peter-Josef Hubert Schütz and his sons set up a Korn distillery, run by a standing high-pressure steam boiler which was heated with coal. This was replaced by an oil-heated steam boiler in 1969 and the current high-speed steam generator was installed in 1989, with lower energy consumption and less heating time needed for the required steam pressure. Since 1998, Peter-Josef Schütz has been running the company and continuing its success. His philosophy is to “create enthralling products for our customers with natural ingredients and top-level art of distilling”.

Since the foundation of the company, spirits have been produced from the distilled alcohol, initially from Korn (grain) and double-Korn, double-juniper and ‘Schütz Boonekamp’. ‘Eifelgeist’, the speciality of the company made from 42 select herbs, was registered as a protected trademark in 1949. Herbal spirits then became the focus of the product range of high-quality liqueurs and brandies. Using Eifel in the name underlines the appreciation of the region it calls home. A valuable contributor to product diversity is the distillery’s ‘herb chamber’. Here, over 100 medicinal herbs, blossoms, seeds, barks and roots from all around the world are stored in wooden containers.

At the World Spirits Award, gold was awarded to Raspberry Liqueur, Eifelgold and Eifelgeist, and silver to Bitto. Werner Gin (a product made of vermouth from Weinmanufaktur Ellermann-Spiegel in Kleinfischlingen) also received gold.

Caribbean Spirits Limited: Small batches from the Caribbean

Eike Lauff, an international chef with various branches of his parents’ restaurant around the world, from Germany to Canada and the Caribbean, has been involved in the spirits sector since 2015. At the heart of his idea is the principle of only using local tropical fruits from the island of St. Lucia to produce Caribbean spirits. What began as a hobby quickly gained in popularity, especially on the local tourist market.

The raw material comes from island farmers as well as from private gardens belonging to islanders with surplus seasonal fruit. Handmade small batches from one copper pot still are currently available in six varieties: four Eau de Vie, a vodka made with taro, a starchy tuber, and a gin, made with juniper berries and a selection of local botanicals.

Caribbean Craft Distilling is currently only marketed in St. Lucia, and Eike Lauff works with the retailer Island Mix Café/Craftstore in the Rodney Bay Community for all spirits. Many hotels, restaurants and resorts, including Bay Gardens Beach Resort and Coco Palm Resort, already appreciate the variety and quality of the products.

At the World Spirits Award, there was silver for Five Finger Gin and Taro Vodka.