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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.

Schwarze & Schlichte – Brand personalities from Westphalia

The family business Schwarze & Schlichte from Westphalia has been representing the highest quality spirits for the last 345 years with a distinct range of national specialities, regional traditional brands and successful international innovations. This top quality is based on a distilling tradition acquired over centuries which has been passed down over twelve generations. Even today, distilling and maceration still take place at the company’s own distillery where plenty of time and skill are invested. The selection and processing of the best raw materials and continuous control of the production process ensure a consistently high quality. One factor for success is the ongoing brand management in accordance with the specific requirements of the various brand personalities.

Three Sixty Vodka is one of the purest and mildest vodkas in the world. A fourfold distillation process ensures tangible softness and exceptional clarity while the purity of the vodka is all down to the time-consuming “Diamond Filtration” process: the finest filters are used, set with crystals like diamond dust, to remove even the smallest of suspended particles from the distillate. Even the packaging is unique: the facet-cut bottle of pure white shiny glass sets off this premium vodka to perfection. A black velvet label completes the sophisticated design.

The Grappa Bianca from Scavi & Ray is characterised by its full-bodied balanced flavour with powerful and intense aromas of marc. This crystal-clear brandy is soft and deliciously balanced thanks to the exquisite skill of the master distillery. The intense and fruity aroma is reminiscent of the sun-soaked vineyards in Italy.

Both products received a silver medal at the World-Spirits.

Kesselbrüder: World-first from Vienna

At the beginning of December 2018, Florian Koller, Thomas Tirmantinger and Achim Brock presented ‘Klimt Wien Gin’. They wanted a memorial for the Art Nouveau painter and to capture the way of life at the turn of the century in a bottle. “We have the philosophy, we have the ingenious product and we have the patron saint of the creative Viennese eroticism: Gustav Klimt.” This is how Achim Brock describes the idea behind the gin creation. Florian Koller continues: “Gustav Klimt represents the intellectual, charming, creative, deca-dent and erotic Vienna from the past and the modern day. We absolutely wanted to focus on that.” Thomas Tirmantinger enthuses on the effect of the superplants involved: “Lady’s mantle is one of our favourites, this plant that is indigenous to Europe has a relaxing effect on the female lower abdomen, the stinging nettle stimulates blood circulation in the genitals, and the superplant, the bishop’s cap cactus from Japan, increases libido and semen production in men.”

13 months of intensive product development were necessary to create the first ‘functional erotic gin in the world’. Eight highly dosed, strongly aphrodisiac botanicals were added to the basic recipe using a special mac-eration procedure whereby the gin gains in maturity, potency, expression and eroticism. The mostly indige-nous botanicals can be clearly recognised, produced in a special infusion procedure.

At the World Spirits Award, there was silver for Wien Gin and Klimt Wien Gin.

Alltech’s Lexington Brewing & Distilling Company – Distilling and brewing with passion

Alltech is a global company operating in the animal health and nutrition industry. With more than 2,650 employees in 128 countries, the company has developed a strong regional presence in Europe, North America, Latin America, the Middle East, Africa and Asia. In 1999, Alltech from the heart of Kentucky entered the drinks industry, initially with beer and then with spirits such as Bourbon and Malt Whisky. A carefully devised visitor centre is located close to the brewery and distillery and visitors can enjoy guided tours.

Alltech founder Dr. Pearse Lyons comes from Ireland and is a master of his craft. Five generations have been involved with whisky making in his home town. He says of the Bourbon: “The character of the Bourbon is closely linked to the water in the city of Lexington. This is why we named it after the river, Town Branch.” The ‘Pearse Lyons Reserve’ is a real highlight following numerous years of experimentation. This is the first Malt Whisky to be produced in Kentucky since 1919. The small yet refined product range is completed with a homage to Irish Coffee by the name of ‘Bluegrass Sundown’ which is made from coffee, sugar and Bourbon.

The distiller’s passion has already been suitably rewarded: the traditional Kentucky Distillers Association decided to expand its circle of distillery craftsmanship for the first time since it was founded in 1880 and invited Alltech to become a member.

The company also scored success at the World Spirits Award with gold for the Town Branch Bourbon and Pearse Lyons Reserve.