World-Spirits Online Guide Abo – order now

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.

Edward Snell – Whisky from South Africa

Edward Snell founded a trading company in Durban in 1848, from which the oldest spirit company in South Africa developed over 160 years. Following an eventful history, the company is now once again in the hands of the family. Besides their own brands they also sell numerous local and international drink brands, mostly in various markets in Africa and the Middle East.

The wide range of products includes whisky, brandy, vodka, rum, gin, tequila and cognac. One outstanding label is Firstwatch Whisky with its new look, a striking, square bottle design. Consumer demand for a whisky with an American taste profile has been perfected over time and is presented today as a balanced blend of the finest imported rye and grain. Whether pure, on the rocks or mixed – its diversity makes it popular with many different target groups and successful in one of the largest spirit segments in South Africa.

At the World Spirits Award, there was gold for Firstwatch Whisky.

Seven Seals Distillery: Swiss Single Malt

Seven Seals Innovation AG is a young enterprise when it comes to the production and marketing of spirits, where the focus is on high-quality single malts, characterised by quality, innovation, ecology and natural ingredients. The patented Stockhausen method sets new standards in the refinement of spirits, combined with a time-efficient, ecological and economical improvement of production.

The inventor Dolf Stockhausen has turned barrel maturation for spirits on its head. His idea is based on a purely physical law that simulates maturation in a barrel. In 2017, a wood-based, sustainable procedure was developed. Today more surface is given to the distillate after a special treatment of the wood. The result is a shorter maturation process and a rounded taste profile. The manufacturing uses the Speedmaster, with which up to 2,000 litres of a distillate are refined purely physically – without using chemicals. Every batch reaches customers with the same quality, which cannot be ensured with traditional barrel maturation. It is guaranteed during the professional manufacturing that each whisky is matured for at least three years in the barrel as prescribed, before it can go through the process. Seven Seals has also proven that a wide variety of single malts can thereby be created, from classical (Classic Line) to innovative (Zodiac Line). The selection of aroma profiles has also impressed an international clientele.

At the World Spirits Award, gold was awarded to The Age of Virgo and The Age of Leo, and silver to Amarone Wood Finish, The Age of Pisces and The Age of Taurus.