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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.

Aldi Ireland: Gin and whiskey in retail

Aldi Ireland has several top products in its spirit range: Boyle’s Gin from the Blackwater Distillery and Ardfallen Whiskey from the West Cork Distillery, in addition, Mo Chara Passionfruit & Mango Gin from the Old Carrick Mill.

The Blackwater Distillery has been an Aldi partner since 2016 and developed the private label Boyle’s Gin exclusively for the Irish and British retail market. The product volume of the Blackwater Distillery for Aldi has risen strongly in recent years, whereby 140,800 bottles of the gin series were sold in 2018. The successful gin brand is manufactured in Blackwater Valley, West Waterford, with selected imported ingredients as well as regional apples, blackcurrants and elderflower. CEO Peter Mulryan – former TV producer and author of the book ‘The Whiskeys of Ireland’ – explains, “The partnership with Aldi has helped us to increase turnover enormously, and also to have the security to invest and expand. This includes on-site bottling facilities and a visitor centre.” Ardfallen Whiskey from the West Cork Distillery got its name from the region in County Cork where the malted barley comes from, and is only manufactured in small batches. The business was founded in 2003 by childhood friends who started out with only two small stills they had bought in Switzerland. Now the largest distillery in the country, it currently employs over 80 staff and exports to around 70 countries.

At the World Spirits Award, there was Gold for Ardfallen 10 Year Old Whiskey and Boyle’s Gin, and Silver for Boyle’s Sloe & Damson Gin and Ardfallen Whiskey.

Destillerie Freihof: Perfectly crafted Austrian spirits

Originating from the Freihof inn in Lustenau, Destillerie Freihof developed into one of the leading distilleries in Austria under Gebhard Hämmerle. Currently his grandson, Johann J. Drexel, runs the family business in its fifth generation – already since 1885 they have been dedicated to producing fine fruit brandies.

The basis of their success story is the knowledge of where the best fruits grow, harvesting them at the perfect moment, and then concentrating on the processing, fermentation, distillation and storage for the best results. Work on the quality of the distillates is carried out with dedication and without any addition of flavourings and aromas to the fine brandies and schnapps.

Under the brand name Privatbrennerei Gebhard Hämmerle, selected top-quality batches of each harvest year have been processed separately for over 60 years. Further information can be found at: HYPERLINK „http://www.haemmerle.com“ www.haemmerle.com. The products of the Freihof 1885 brand bring together authentic, crafted Austrian spirits with innovative ideas and applications. Further information is available at: https://1885.freihof.com/. All spirits and liqueurs are made from purely natural raw materials and have stood out with their unadulterated taste for decades.

The First Class Distillery received gold for Hämmerle Subirer and Ivanov Pure Vodka, silver for Edelweiss Vodka, Hämmerle Enzian (gentian), Hämmerle Vogelbeere (rowanberry), Hämmerle Williams (pear) and Hämmerle Mirabelle.