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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.

Diageo India: Single malt with the spirit of the desert

Diageo India, as a subsidiary of the world market leader Diageo, is the leading alcoholic drinks company in the country with a wide portfolio of over 50 spirits brands – old and new, big and small, global and local, in almost every price segment in every category. Each spirit has its own story to tell – of tradition, craftsmanship, innovative production and inspiring design. One of these is Godawan whisky.

It was born in Rajasthan, an area with a flourishing heritage of proud artisans who uphold old traditions and foster a rich culture of art, design, music and architecture. This heritage is also a cornerstone in the production of the single malt – from the grain to the glass – in an exceptional environment. It makes use of the heat in the extreme climate and of local ingredients, to create malts with a great depth of taste. The basis is locally sourced, six-row barley, a crop with a higher protein content, slowly distilled after malting and matured at high temperatures. It is then finalised in special barrels with Indian plant substances, ensuring an authentic taste. The bottle sports a giant bustard, a bird that symbolises the exceptional culture of the region. Once present throughout India, the shrinking habitats are driving the majestic bird to extinction. The last of the remaining 150 birds have found refuge in the rough desert of Rajasthan.

At the World Spirits Award, silver was awarded to Godawan Single Malt Rich and Rounded Artisan Whisky, Godawan Single Malt Fruit and Spice Artisan Whisky.

Aber Falls Distillery: Authentic whisky from Wales

The Aber Falls Distillery, opened in 2017, is the first whisky distillery in northern Wales in more than 100 years. It is situated in the village of Abergwyngregyn at the foot of the famous Aber Falls waterfall, which attracts over 50,000 visitors a year. The brand is part of the Halewood portfolio and is led by managing director James Wright along with a team of distillers. Whiskies, gins and liqueurs are made of sustainably sourced regional raw ingredients. Since the first products were brought to market, the brand value has increased and significant growth has been achieved. This allows the team to concentrate on the development of a wide range of whiskies.

Aber Falls pursues a field-to-field approach, a novelty in north Wales, in which only 100% Welsh malted barley is used and all waste from the distillery is given back to local farms, which use it as fertiliser or cattle fodder. The maximisation of local resources ensures that the ingredients are of the highest quality and that the regional economy is supported. Local raw ingredients and local people are the key to making authentic spirits – from the barley from neighbouring farmers to the sourcing of water from the stream next to the distillery. The majority of the team comes from the region and many employees speak both English and Welsh. Apart from a visitor centre, bistro and shop, a farmers’ market is also run with Welsh foods and drinks, to support local producers.

At the World Spirits Award, silver was awarded to Aber Falls Single Malt Whisky.