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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.

Grabnerhof – Healthy and enjoyable products from the Gastein valley

Sepp and Lisi Höhenwarter run a mountain farm with idyllic views of the Gastein valley at 1,100 metres above sea level just outside of Bad Hofgastein. In Dorfgastein they farm the Grabneralm at 1,717 metres altitude in summer and in winter. It is at the Fulseck, to the east of Dorfgastein in front of the magnificent panorama of the Gastein mountains. The popular destination is also well known for its tasty regional culinary delicacies and hearty snacks. The products are organically produced on their own farm. The farm also includes the ‘Adlerhorst’, a traditional self-catering cabin with comfortable furnishings.

The speciality of the house is a hay bath with alpine medicinal herbs. During the gradual warming process, the active ingredients are set free and access the body through the skin and airways. What has been forgotten in many places can still be enjoyed by guests: relaxation and regeneration, embedded in fragrant mountain hay which has gathered natural strength on the high alpine meadows above the Gastein valley. If you know the importance of Mother Nature, you will also value the power of the roots which grow from approximately 1,600 metres and upwards. They are mashed with fruit and usually distilled in November. The schnapps is only sold at the Grabneralm. There are also home-distilled brandies from rowanberry or elderberry and fruits.

At the World Spirits Award, there was gold for gentian and roseroot, silver for masterwort.

Wilhelm Horn – Brand name spirits with a local tradition

In 1923, Wilhelm Horn opened a brandy and liqueur shop on Menckestraße in Leipzig, and following successful expansion, HORN’s Weinstuben wine lounge was opened in Südstadt in 1931. By 1933, the company had 46 branches and 75 subsidiaries, to which wine distillery and vermouth production were added. The newly constructed Wilhelm Horn Branntwein & Likörfabrik became a leading company in the German wine and spirits business, with a wide range of brand name products with the slogan “Wine and corn – always from Horn”. Following the disruption of the Second World War, the company was nationalised in 1972 and taken back into private ownership in 1991.

In 2005, Klaus Horn passed on the enormous potential of brand names and recipes in the Leipzig tradition to Wilhelm Horn Markenspirituosen GmbH, founded by Lutz Thielemann and Thomas Schneider. In the spirit of the founding family, they breathed new life into the company and moved to Bayrischer Platz. There they manufacture high proof spirits rooted in the region, such as Echter Leipziger Allasch, Leipziger Kräuter Wilhelm or Long Horn Handcrafted Lipsk Dry Gin. The juniper aroma combines with lavender, coriander and lime blossom – the latter a reverence to the many lime trees in the town of Leipzig, centuries ago known to the Slavs as Lipsk, the ‘lime place’.

At the World Spirits Award, there was gold for the caraway speciality Echter Leipziger Allasch, and silver for Long Horn Handcrafted Lipsk Dry Gin.