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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.

Dry Fly Distilling – Spirit specialities from Spokane

Once upon a time … is how fairy tales begin, but also the success story of a distillery. While fly-fishing at the Gallatin River in Montana in 2005, Kent Fleischmann and Don Poffenroth bought a bottle of vodka which was said to be one of the best in the world at that time. Disappointed by the quality, they decided they could do it better and founded their own business in Spokane in 2007 – incidentally, the first distillery in Eastern Washington since the days of Prohibition. Their aim was to produce high quality vodka, gin and whiskey by hand, which conveyed the naturalness and purity of the region.

The company name refers to the newcomers’ passion for fly-fishing, both of whom come from large companies and bring their experience, especially in marketing, with them to the already flourishing business. With a focus on sustainability, they process regional white winter wheat and barley malt from Washington, as well as botanicals and water from Spokane. In the tradition of small, craftsmanship-orientated corn distilleries, they aim to become one of the largest producers of small series of vodka, gin and whiskey, and recently also bourbon.

Their efforts to produce top quality were soon rewarded, first at a successful show at the San Francisco International Spirits Competition in 2009: here, the vodka won double gold in a panel of over 200 competitors and the title ‘Best in Show’. In 2013, the entire range won awards at the Diego International Spirits Competition.

At the World Spirits Award, Dry Fly Distilling also landed a fine catch: there was gold for gin and bronze for Dry Fly Barrel Reserve Gin.

El Negocio Tequila: An exciting combination of two worlds

El Negocio combines the expertise of a Napa Valley winemaker and the traditions of the tequileros in Jalisco to produce top tequila. The producer is committed to tried and tested methods, natural variations and craftsmanship. Master distiller Chava Rosales has a wealth of expertise that has been honed over three generations.

Mature Tequilana Weber agave from the mineral-rich Zona Valles is cooked in stone ovens, extracted using traditional techniques and processed in the open air with artisanal precision. After fermentation, the tequila is double distilled in a copper pot still and stored in stainless steel to preserve its purity. This tried and tested process takes into account natural variations and avoids additives, so that each harvest is a reflection of the essence of the agave, similar to vintages of fine wines. Aged varieties go into once-used French oak barrels from the renowned Memento Mori winery in Napa Valley, which were used to produce a 100-point Cabernet Sauvignon. In Jalisco, the barrels are medium-roasted and refilled with wine, which ensures depth and complexity. The finely grained French oak is perfect for enhancing the nuances that lovers appreciate in tequilas from the valley. El Negocio is proof of what tequila can be when craftsmanship and tradition merge: an authentic spirit that combines the nuanced restraint of winemaking with the unbridled spiciness of tequila.

At the World Spirits Award 2025, there was Gold for El Negocio Tequila Blanco and El Negocio Tequila Joven, and Silver for El Negocio Tequila Reposada.