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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.

Aldi Ireland: Gin and whiskey in retail

Aldi Ireland has several top products in its spirit range: Boyle’s Gin from the Blackwater Distillery and Ardfallen Whiskey from the West Cork Distillery, in addition, Mo Chara Passionfruit & Mango Gin from the Old Carrick Mill.

The Blackwater Distillery has been an Aldi partner since 2016 and developed the private label Boyle’s Gin exclusively for the Irish and British retail market. The product volume of the Blackwater Distillery for Aldi has risen strongly in recent years, whereby 140,800 bottles of the gin series were sold in 2018. The successful gin brand is manufactured in Blackwater Valley, West Waterford, with selected imported ingredients as well as regional apples, blackcurrants and elderflower. CEO Peter Mulryan – former TV producer and author of the book ‘The Whiskeys of Ireland’ – explains, “The partnership with Aldi has helped us to increase turnover enormously, and also to have the security to invest and expand. This includes on-site bottling facilities and a visitor centre.” Ardfallen Whiskey from the West Cork Distillery got its name from the region in County Cork where the malted barley comes from, and is only manufactured in small batches. The business was founded in 2003 by childhood friends who started out with only two small stills they had bought in Switzerland. Now the largest distillery in the country, it currently employs over 80 staff and exports to around 70 countries.

At the World Spirits Award, there was Gold for Ardfallen 10 Year Old Whiskey and Boyle’s Gin, and Silver for Boyle’s Sloe & Damson Gin and Ardfallen Whiskey.

Privatdestillerie Hermann Pfanner – The art of distilling since 1856

A love of fruit and the passion for producing high-quality products from the treasures of nature is the motto of this traditional family business. The company was founded by Max Hermann Pfanner, who purchased the “Landgasthaus zum Hirschen” guesthouse in Lauterach in 1856. In addition to a small beer brewery, brandies and liqueurs have been produced here for the catering industry from the outset. Williams pear brandy was launched onto the market for the first time in the early 1950s – a speciality of the day which remains a flagship product of the company even today, accounting for 80% of the overall production. Pfanner is Austria’s largest producer of genuine Williams pear brandy.

The goal of Walter Pfanner is to produce elegant and pure brandies, a distinct intensity and refined balance with a character typical of the fruit in question. The ripe fruits are selected with care and some 500,000 kilograms are refined each year using a professional approach and the latest production techniques. The name “Pfanner – der Edle” (Pfanner – the exquisite) is no coincidence.

The range of varieties on offer – Williams pear, Williams pear with honey, Subirer pear, raspberry, apricot, fruit brandy, plum, cherry, gentian and rowanberry – are presented in a confident modern design, defined by their long-standing tradition. The first Vorarlberg single malt whisky was distilled in 2005 and presented in 2009 following three years of storage in wooden barrels. This addition to the product variety was a great success. New to the range is an elegant cigar brandy creation made from Golden Delicious apples and stored in Limousin oak barrels.

Pfanner ranked 16th among the fruit brandies at the World-Spirits Award as a “Master-Class Distillery”, winning two golds and three silvers. The innovative whisky was also awarded gold by the discerning jury.