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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.

Destillerie & Brennerei Heinrich Habbel: A maker of special products

Founded in 1878, the grain distillery and adjoining farm is run by the fourth generation of the family. In keeping with tradition, the focus is on classic craftsmanship with great attention to detail. In 2013, the new Hillock Park Distillery was built with pot stills and state-of-the-art technology, named after their established brand of whiskies and liqueurs. The distillery and the western-style saloon make an ideal venue for monthly tastings with changing themes. The distillery is a popular destination in Sprockhövel, excellent for combining shopping in a historic setting with a visit to the cosy restaurant and best whisky bar. The distillery has been named one of the best whisky stores in Germany every year since 2011.

Particular attention is paid to sustainability, with raw materials coming from the region over the shortest possible distances. Well water from their own forest spring guarantees purity and unadulterated taste. Barrel selection is also very important. In addition to first-fill barrels of various origins, new barrels have also been stored in the Hillock Warehouse with the OXOline barrel storage system since 2022. The innovative barrel management system also allows for limited special bottlings. The single malts Hillock 6 ex-Bourbon, Hillock 6 Portwine and Hillock 6 Triple Wood were made from former rum, port and bourbon barrels and were released recently.

At the World Spirits Award, there was gold for Deputat, silver for Hillock Honey & Herbs Single Malt Whisky Liqueur, Hillock Honey Single Malt Whisky Liqueur, Hillock 12 Single Malt Whisky, Hillock 6 Portwine Single Malt Whisky and Hillock 6 ex-Bourbon Single Malt Whisky, and bronze for Single Malt Whisky.

Tamborine Mountain Distillery – Original from the original

Visitors to the distillery owned by Michael and Alla Ward can explore this colourful and perhaps somewhat crazy world. The couple moved from Tasmania to Queensland in 1992 where they purchased 1.3 hectares of land in the backcountry of the Gold Coast, fascinated by the diversity of fruit growing here. Since they didn’t use any chemical sprays, the harvested fruits did not correspond to market requirements. So what to do with the large volume of fruit produced? Soon the solution was found: ferment and distil it!

Australia’s smallest pot still distillery has since achieved fame across the world: in Europe as well as the USA and Asia. The manufacture offers a very diverse programme of dozens of products: imaginative liqueur creations, fruit brandies, absinthe, aquavit, bitter, gin, grappa, pastis, rum, vodka and much more. Word of mouth and a media presence have ensured that the small yet refined company has become widely renowned, winning hundreds of international rewards.

Three ingredients determine the success of these sparkling personalities of the spirits world (in addition to passion and zest for life, of course): red volcanic soil, opulent fruits and fresh spring water. The distillation is carried out through the traditional method in small copper stills – with a small degree of technical improvisation. The equipment used is unique: the bottles are imported from Italy and France and hand-painted by Alla Ward. Her Russian background is reflected in this colourful artwork which combines to form a striking puzzle on the well-stacked shelves.

Some new products were presented at the World Spirits Award from the company’s colourful range and with great success: there was gold for the aquavit, silver for the Slivovitz (damson) and Bucku Whisky Liqueur, and bronze for the grappa.