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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.

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.

Sláinte Irish Whiskey: Brand with a charity background

The founders of Sláinte Irish Whiskey include Liev Schreiber, an American actor and director, as well as ambassador and shareholder of Sláinte™ Irish Whiskey. In September 2022, he introduced a new premium Irish whiskey brand, with which money is collected for Blue Check. This is a collective that Schreiber co-founded which consists of experts for humanitarian crisis responses, entrepreneurs and filmmakers concerned with the needs of people affected by conflicts and who document solidarity movements against oppression.

The result is a whiskey in cooperation with the industry expert Richard Davies. The involvement of Liev Schreiber is an opportunity for the brand to establish itself quickly as a premium Irish whiskey. “This brand started promisingly with an act of charity. The barrel with old single malt donated to Richard was completely unexpected and hopefully the start of something we will do for many years.”

The unique, mild Sláinte Irish Whiskey Smooth Blend (slightly sweetish grain and dry single malt) was developed by the renowned master distiller Brian Watts and distilled three times on the Green Island in County Louth, matured in American bourbon oak barrels and finished in sherry barrels.

The name Sláinte® (pronounced SLAHN-CHA) is also a wonderful Gaelic expression, used as a toast – and means nothing other than cheers!

At the World Spirits Award, gold was awarded to Sláinte Irish Whiskey Smooth Blend.

St. Kilian Distillers: Whisky made in Germany following Scottish tradition

Born from the idea of creating the largest whisky distillery in Germany, the owner Andreas Thümmler, the whisky legend David F. Hynes from Dublin and the master distiller Mario Rudolf started converting their plan into reality in 2012. Four years later, their dream was established in Rüdenau near Miltenberg am Main, based on the Scottish model, and within a short time the little village had developed into the centre of German whisky. A willingness to experiment is a top priority. Alongside a wide variety of malts, it also comprises way more than 390 different sizes and types of barrels, where whisky can mature under ideal conditions near the distillery – amid the pristine nature of the Odenwald forest in former NATO bunkers. At St. Kilian, craftsmanship and tradition meet technology and innovation. On Saint Patrick’s Day in 2016, the first distillate for barrel number 1 was created in Scottish washbacks and two 6,000 litre Forsyths copper pot stills from Speyside, helped along with German engineering skills. At the end of 2020, they succeeded in what was no doubt the most successful whisky launch in Germany: the combination of single malt whisky made in Germany with the cult figure Bud Spencer on the label. One year later, two whiskies followed with Spencer’s film partner Terence Hill. In 2021, the first heavy metal edition, ‘Tunes of War’, paid tribute to the German band ‘Grave Digger’, followed by further single malt whiskies and a cooperation with the British band ‘Judas Priest’: single malt whiskies and editions produced with ultra heavily peated barley malt bottled in a 0.7-litre bottle. Since the end of 2022, the core product range comprises two single malt whiskies: ‘CLASSIC – Mild & Fruity’ and ‘PEATED – Rich & Smoky’ made of 100% barley malt from Germany and the Scottish Highlands. Premium liqueurs are also produced in Rüdenau, and range from fruity-fresh and creamy-sweet to gently spicy and smoky-peaty varieties. The liqueurs are bottled in elegant, matte black 500 ml pot still glass bottles.

The World Class Distillery 2025 received Double Gold for St. Kilian Peated Rich & Smoky (Spirit of the Year & Award 2025), Terence Hill The Hero and Celtic Castle 2024, Gold for Bud Spencer The Legend, Judas Priest Invincible Shield, Judas Priest British Steel, Banana Joe Cream Liqueur, St. Kilian Classic Mild & Fruity, Terence Hill Voll auf die Nuss (hazelnut liqueur), Johnny Firpo Homemade Ein Klitze Pistazie (pistachio liqueur), Advocaat Egg Liqueur and Bud Spencer Distilled Dry Gin, and Silver for Signature Edition Fourteen.