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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.

Rhumerie de Chamarel - Rhumerie de Chamarel – A newcomer with vision

This high-quality rum from the island of Mauritius is produced in line with ecological guidelines. The products are distributed in Austria by the company Wind GmbH, based in Traiskirchen (www.wind-plast.at).

The road leads through extensive pineapple plantations and fields of sugar cane up to the distillery at an altitude of 300 m in the South-West of the island. Designed by a renowned architect, the building is elegant and authentic and a fine example of modern construction with its natural materials such as wood, stone and water. The comprehensive concept also incorporates the L’Alchimiste restaurant where up to 80 guests can savour the sophisticated regional cuisine. At the “Sugar Cane Spirit” boutique, various types of rum are on offer (White Rum, Le Coeur de Chauffe (fine brandy), Rum Paille (stored in wooden casks), Rum Arrange (flavoured with fruits and spices) as well as an exclusive clothing range, hand-made products and a small jewellery collection.

The location and climate of the fertile valley promote the growth and quality of the sugarcane. The sugarcane is harvested by hand in the early hours of the morning and processed at the mill within four hours. The fields are not normally burnt, as is usually the case, to make harvesting easier. Even when distilling at the highest modern levels of technology, nothing is wasted: the bagasse – the fibrous remnants of the sugar production process – is burnt to obtain energy. The chimney contains the very latest smoke filters and the ash is used to fertilise the fields.

The company yet again impressed at the World-Spirits Award, with one gold and four silvers.

Schloss Fels – Shelves of variety

For the last 30 years, Weingut Schloss Fels has been amongst the top vineyards and spirit producers. Today, nearly 90 hectares of own vineyards are cultivated in Fels and Rohrendorf near Krems, making this one of the largest winegrowing estates in Austria.

The vineyard’s home-grown wines are marketed under the brand name ‘Weingut Schloss Fels’. Grapes from contracted winegrowers are also processed and used in the company, but only where they meet the strict quality criteria.

Managing director Klaus Klein clearly defines the company’s standards: “Schloss Fels stands for regional products, traditional methods, the latest technology and uncompromising quality control.”

Apart from wine, spirits are also produced, which are sold under the brand names ‘Felser’ (clear schnapps, rum and speciality blends), TAIGA Wódka, Silver Crown Gin, Golden Dew Scotch Whisky, Barbossa light Rum and ‘Desirée’ (a mild brandy matured in oak casks). The motto is: high quality at entry-level prices. All products are available in Austria exclusively via the distribution channels of SPAR Österreichische Warenhandels AG: SPAR-Markt, EUROSPAR and INTERSPAR, and some are also available at METRO.

Classified as a First Class Distillery 2016, the business won a whole row of medals at the World Spirits Award: gold for Felser Williams schnapps, Felser hazelnut spirit, Felser raspberry spirit, Silver Crown Special Dry Gin, Felser herb bitter, Felser advocaat and Barbossa Superior Rum, silver for Felser Selection apricot brandy, Felser apricot schnapps, cranberry liqueur and Barbossa Spiced Gold, as well as bronze for Felser Selection Williams brandy.