World-Spirits Online Guide Abo – order now

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.

LILAH – Creamy liqueur made from aromatic chai

Lilah is the modern interpretation of the traditional oriental chai tea and combines the taste of the tea with the creaminess of an exquisite cream liqueur. Combined with choice spices from the Far East, the popular chai tea has been re-invented as a new taste sensation. Only natural spice extracts are used (ginger, cardamom, cinnamon, fennel seeds, cloves, vanilla, black tea, rooibos), no artificial flavours or additives are added.

In large areas of Southern Asia and in the Orient, chai is a general term for tea. Over the last few years and with increasing popularity, especially in Europe it has become synonymous with Masala Chai, the national drink of India. The recipes can vary according to region or even household, but the main ingredients are water, milk, black tea and various spices. Chai originated in Ayurvedic teachings and is well-known for its beneficial health effects. Lilah works the same but as a new way to enjoy chai, whether as an addition to hot tea, as a delicious ingredient in tasty cocktails or as an innovative addition to desserts such as chocolate mousse. The sophisticated bottle design also makes the spicy drink an ideal present.

Vincent Aeberhard, CEO of Fusion Drinks, developed the product: “After years of developing and trying out different ingredients we are proud to be able to present a modern interpretation of the traditional tea. The design of the bottle was inspired by Indian henna tattoos. The logo is intended to elegantly portray the blossoming of all the ingredients.”

The concept won over the jury at the World Spirits Award: Lilah was awarded gold.