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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.

Edward Snell – Whisky from South Africa

Edward Snell founded a trading company in Durban in 1848, from which the oldest spirit company in South Africa developed over 160 years. Following an eventful history, the company is now once again in the hands of the family. Besides their own brands they also sell numerous local and international drink brands, mostly in various markets in Africa and the Middle East.

The wide range of products includes whisky, brandy, vodka, rum, gin, tequila and cognac. One outstanding label is Firstwatch Whisky with its new look, a striking, square bottle design. Consumer demand for a whisky with an American taste profile has been perfected over time and is presented today as a balanced blend of the finest imported rye and grain. Whether pure, on the rocks or mixed – its diversity makes it popular with many different target groups and successful in one of the largest spirit segments in South Africa.

At the World Spirits Award, there was gold for Firstwatch Whisky.

Landmanufaktur Königin von Biesenbrow: Apple paradise in Uckermark

Yvonne and Mathias Tietze are following their vision in the sleepy village of Biesenbrow: to research a wide range of apple flavours and to preserve them in exceptional products. Perseverance, the love of experimentation, and passion are the prerequisites for their creations from special fruit types. The apple aromas come from over 600 varieties, of which, over 230 are grown in their own orchards.

This diversity is reflected in the wide range of products: from single-fruit direct juices to apple crémant à méthode traditionnelle to chocolates and an aperitif. Following the Solera method, the apple wines made from over 400 varieties are matured for two
years in used Spanish sherry barrels. As the next step, matured apple juice from a special variety is added and then the last step of the maturing process in glass containers can begin. After a period of at least three years, the exceptional aperitif is ready for sale.

“When we decided to make our hobby our profession, we knew that the selection of the apple varieties would be decisive. What we didn’t know was that these varieties can hardly be found anymore. However, we were able to get the expert advice of the Müncheberg Fruit Research Institute and we hand-grafted and planted 1,500 trees in 2015. Exceptional, old, international apple varieties have found their way to us. Since then, we have been closely looking after and expanding our orchard. It is not just the protection of the trees that’s important to us, but also the entire ecosystem. We currently have 3,500 trees and have already brought in our first harvest.”

Classification: World Spirits Award participant in 2020

Mosgaard Whisky: Danish whisky in Scottish tradition

Near the southeast coast of the island of Fünen, Gitte and Jes Mosgaard have converted an old farm into a craft distillery. It is their mission to combine taste, design and high-quality organic products from Denmark with a new interpretation of Scottish tradition. And so, an old variety of barley is grown in a national park on the west coast and malted on the farm to ensure the right fruitiness and sweet, malty flavour. The distillation plant was handmade in Portugal according to their own designs. “Thousands of hammer blows have formed raw copper plates to achieve the products’ specific flavour profile – as clean as nature.”

For the fermentation process, the usual double fermentation period is observed to avoid unstable yeast and undesirable aromas. The climate is very important during the maturation period, whereby the nearby coast and clean air have an influence. The wooden barrels are manufactured according to the desired flavour profile. The oak comes from sherry barrels or from large port wine and bourbon barrels. The whiskies are available in two varieties: as a fruity single malt with a clean malt flavour and as a peated version, whereby the barley malt is dried over peat smoke.

In 2018, Mosgaard was named the best Danish distillery and, in 2019, the best Danish whisky distillery. The outlook for exports is good, as organic Danish foodstuffs are highly attractive on international markets.

At the World Spirits Award, there was gold for Single Malt Whisky Peated Bourbon Cask, and silver for Single Malt Whisky Oloroso Cask and Single Malt Whisky Pedro Ximenez Cask.