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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.

Inner Circle Rum – Sailing towards success

How does a world-class sportsman turn himself into a rum producer? And even make it a tremendous success story! Stuart Gilbert, a multiple world champion sailor who participated in the 1984 Olympic Games, shows how it can be done, with the successful re-launch of Australia’s best rum which quickly acquired worldwide recognition and was awarded prizes at wine and spirit competitions in London, Frankfurt and Chicago. In 2007, Inner Circle was taken over by Lion Nathan Australia (since 2011, it has been operated by Lion alone following a company reorganisation) and incorporated into their New Zealand range. Their competence and capacity to distribute at an international level guarantee a further positive development, as is shown by the sales figures and results of tastings.

Originally produced for the Colonial Sugar Refinery’s “inner circle of management and favoured clients” in the mid-19th century, this popular rum was available until 1986. When the company was sold, the brand Inner Circle – an Australian icon – was discontinued. Stuart Gilbert, a great fan of this particular rum, found himself missing it keenly. He tasted all the rums of this world, but none compared to the favoured flavour. He then decided to put his money where his mouth wanted to be and contacted Malcolm Campbell, the last master blender of Inner Circle, who still owned the original recipe and yeast. After buying the brand rights, Gilbert bought Beenleigh Distillery, the oldest registered distillery in Australia, in 2004 and as such acquired an industrial monument.

The Australian rum trio was again successful at the World Spirits Award with a double gold, Best in Category and Spirit of the Year for the Rum Grey, gold for the Rum Green and silver for the Rum Red.

Grenzwald-Destillation – Authenticity from the Ore Mountains

This small, family-run company in the German Ore Mountains specialises in herb liqueurs, herb spirits, fruit liqueurs and spirits. The history of the company dates back to 1882 when Emil Möckel purchased the head office building and opened a ‘manufactory of liqueurs and brandies’ as well as a wine merchant’s. On 20 October 1933, Otto Ficker (grandfather of the current director) acquired the shop and plot land. Despite many difficulties, the company continued to operate on a small scale until the fall of the Berlin Wall when Fritz Ficker and his son Peter started out afresh. Today they are proud of their successful “Craft Distillery for three generations”.

“In our company, we macerate, percolate and distil herbs, roots, fruits and blossoms following old traditions in copper vats. Over the last few years, our bottling and distillery plants have been modernised. This enables us to offer unusual products, especially for the catering industry. Our products have been given a new design and the product range has also been expanded. The schnapps museum at our headquarters demonstrates the historic production process. The atmosphere of this real herb distillation followed by a tasting session is a truly special experience.” Natural raw materials and the purest distillates guarantee top quality across the wide product range, which now comprises more than 40 high-quality products for the retail trade and catering sector.

At the World Spirits Award, there was gold for Schwarzer Johannisbeer-Likör (blackcurrant liqueur) and Edel Destille Dry Gin No. I, and silver for Ingwer-Himbeer Spirituose (ginger raspberry spirit).