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HeHo Distilling: The spirit of excellence

Born out of a moment of inspiration and with the idea of developing a modern aperitif, TIRÉH was created; a ‘handmade symphony of first-class vermouth and fine fruit brandies’. The golden colour and harmonious texture based on thirteen specially selected botanicals are the result of purely natural ingredients, without additives or colourants. The spirit originates in the southern part of the German Wine Route, where great importance is attached to the use of regional raw materials during production. The cuvée for the vermouth comes from vineyards in the Palatinate, a blend of Müller-Thurgau, Kerner and Scheurebe, matured in neutral wooden barrels. The botanicals include wormwood, hibiscus, lemongrass, chicory roots, rose petals and blackberry leaves. Having finalised the recipe, the first bottling in high-quality bottles followed in 2022. TIRÉH is best enjoyed neat on ice, as a spritz or with tonic water.

As part of the collaborative RETHINK MARKET ENTRY! project, TIRÉH Premium Aperitif emerged under the direction of Timo Holtappels, co-founder of the company, and René Heß, co-founder and lecturer at the Brand University of Applied Sciences in Hamburg. Strategies were developed for the market launch in Germany, from which they derived recommendations and concrete steps for further marketing activity. In other words, the modern approach matches the modern product. More on the various ideas and recipes can be found at https://tireh-aperitif.com.

TIRÉH Premium Aperitif won silver at the World Spirits Award.

Neuzeller Klosterbrennerei: A renaissance of old distilling traditions

Distillation has a long history and tradition in Neuzelle, Brandenburg. The splendid Cistercian monastery once also included the ‘Newe Krug vorm Closter’ tavern where brandy was produced. This tradition of distilling was revived in 1997 in the form of the newly founded monastery distillery, Neuzeller Klosterbrennerei, rekindling 400 years of history.

Various liqueurs, as well as specialities such as absinthe, are produced here by hand alongside classic brandies and spirits made from stone fruits and berries. When the circumstances and quality allow it, regional fruits and raw materials are used. For example, the famous Neuzeller Klosterbräu is exclusively used for all their beer spirits. With the extension of the baroque monastery garden, new possibilities open up for the distillery because in future the herbs for Kräutzeller and Rosa Thyminest can be sourced directly from Neuzelle.

Herb liqueurs have a high standing in the area and are an important part of the product range. The beer brandy has become a typical regional delicacy known beyond Germany’s borders. Classic brandies and spirits round off the distillery’s portfolio. With the motto ‘Preserve traditions, break conventions’, the distiller Nico Petri guarantees consistent quality and is constantly working on new creations.

At the World Spirits Award, there was gold for Kräutzeller and Rosa Thyminest, and silver for NimmDry.

Jim Beam Distillery – Bourbon straight on

Knob Creek is named after a rivulet in Kentucky, the home of President Abraham Lincoln. His steadfast attitude seems to serve as an example for this straightforward bourbon. The square ‘chemist’s bottle’ suits these traditional values perfectly, as does the striking label which is reminiscent of the old tradition of wrapping bottles in newspaper. To this day, a mixture of experience and craftsmanship is the recipe for success for the bourbon from Knob Creek.

The bourbon was at the peak of its success in 1919, when the nationwide prohibition of the sale, manufacture and transport of alcohol began – lasting until 1933. Following this, a new start was impossible for many distilleries; others couldn’t finance the customary long maturing process of the bourbon. This situation motivated Booker Noe to revive the traditional bourbon style from the time before the prohibition: rich in aroma, with discreet sweetness due to year-long maturation in strongly ‘toasted’ wooden barrels from American white oak. In 1950, he joined the family business – his mother was the daughter of Jim Beam, which meant bourbon was already in his blood – and completed his training as Master Distiller. With the small series of premium bourbon he launched, the term ‘batch’ (small) was established and revolutionised the industry. His son, Fred Noe, continues with this clear strategy: “I learnt the business from scratch, listened to my father and learnt on the job. I know what it means to make perfect bourbon. Each bottle is a reflection of my family.” Since 1992, the Knob Creek brand has represented these values with the perfect combination of tradition and top quality.

A golden trio was successful at the World Spirits Award: Knob Creek Rye Whiskey Small Batch, Knob Creek Single Barrel Reserve Bourbon and Knob Creek Straight Bourbon.