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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.

Aldi Ireland: Gin and whiskey in retail

Aldi Ireland has several top products in its spirit range: Boyle’s Gin from the Blackwater Distillery and Ardfallen Whiskey from the West Cork Distillery, in addition, Mo Chara Passionfruit & Mango Gin from the Old Carrick Mill.

The Blackwater Distillery has been an Aldi partner since 2016 and developed the private label Boyle’s Gin exclusively for the Irish and British retail market. The product volume of the Blackwater Distillery for Aldi has risen strongly in recent years, whereby 140,800 bottles of the gin series were sold in 2018. The successful gin brand is manufactured in Blackwater Valley, West Waterford, with selected imported ingredients as well as regional apples, blackcurrants and elderflower. CEO Peter Mulryan – former TV producer and author of the book ‘The Whiskeys of Ireland’ – explains, “The partnership with Aldi has helped us to increase turnover enormously, and also to have the security to invest and expand. This includes on-site bottling facilities and a visitor centre.” Ardfallen Whiskey from the West Cork Distillery got its name from the region in County Cork where the malted barley comes from, and is only manufactured in small batches. The business was founded in 2003 by childhood friends who started out with only two small stills they had bought in Switzerland. Now the largest distillery in the country, it currently employs over 80 staff and exports to around 70 countries.

At the World Spirits Award, there was Gold for Ardfallen 10 Year Old Whiskey and Boyle’s Gin, and Silver for Boyle’s Sloe & Damson Gin and Ardfallen Whiskey.

Château de Laubade: Armagnac in its purest form

The largest estate in the Armagnac region has been under the ownership of the Lesgourgues family for three generations. The Château is located at the heart of the prestigious Bas Armagnac region and was founded in 1870. It was purchased by the grandfather of the current owners, brothers Arnaud and Denis, in 1974. The family empire grew over the years to include various other vineyards (Bordeaux, Graves and Madiran). The Ugni Blanc (47%), Baco (30%), Colombard (15%) and Folle Blanche (8%) varieties are cultivated over an area of 103 hectares, forming a broad basis for the refinement of the various quality Armagnacs.

Here, the focus has been on sustainable cultivation for more than 40 years, and so some 600 sheep live on the estate, grazing between the rows of vines and providing plenty of natural fertiliser. More than 2,800 casks containing 430 litres are distributed among seven cellars. Only the best Gascony oak wood is used to make the 150 new casks required each year and these are produced at the company’s own barrel-makers. The ‘treasure chamber’ of this traditional company contains excellent products from more than 80 vintage years dating as far back as 1893. The ‘Methuselahs’ – distilled before 1930 – are stored in glass containers in a room that goes by the name ‘Le Paradis’. The ‘heavenly’ products made by this market leader are exported to more than 50 countries and are ambassadors for French lifestyle and culture.

This Master Class Distillery 2022 received gold for Château de Laubade Les Curiosités l'Enchanteur, Château de Laubade Intemporel 12 Ans Armagnac and Château de Laubade Cask Strength 2003, and silver for Château de Laubade Vintage 1973 and Château de Laubade Vintage 1982.

Avatea: Renaissance of an exceptional product

Arue is a French municipality with around 10,000 inhabitants in the northeast of Tahiti in the overseas territory of French Polynesia. The first pure rum is distilled and bottled here as the result of a research project. It took almost six years to track down the traditional sugar cane varieties and start to grow them again on virgin land. The Avatea company, based in the town of Paea, provided the know-how, namely twenty years of experience in the distillation of spirits. The rather satisfying result is Mana’o Tahiti rum, whose name means ‘to think of’ or ‘remember’ something in the local language, Reo. It is a tribute to the rediscovered raw materials, which today are organically farmed.

Mana’o is a prime press rum based on a single uninterrupted initial process. The sugar cane stalks are cut early in the morning while it is still cool and immediately transported to the mill and crushed without the addition of water. The resulting juice is filtered and fermented on site by adding organic yeast, reaching five percent by volume after five days. Further processing takes place in Paea, where the product is distilled and only the heart is left to mature. The cask strength of 89 percent by volume is gradually reduced to 60 percent to ensure that the fine aromas are preserved. This is followed by at least six months of ageing in 3,000-litre stainless steel tanks. The selected distillates are then sent to Rangiroa atoll to mature further in French oak barrels under the influence of the sea air.

At the World Spirits Award 2025, there was Double Gold for Mana’o Rangiroa and Mana’o Tahiti Blanc, and Gold for Mana’o Tahiti Paille.