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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.

Freimut Spirits – Vodka with an original taste

The new premium vodka with a name that speaks volumes. Freimut (‘frankness’) breaks with tradition and has a mild taste of rye – rather unusual for the industry. “I asked myself whether almost endless distillation processes or filtering through diamonds or gold really helped produce a better taste”, says Florian Renschin. The businessman from Wiesbaden is a perfectionist who doesn’t simply accept the status quo, but questions everything. This caused him to produce a vodka himself, which matches his demands and his passion for high-quality spirits.
“When I took on the task of making a really good vodka, ‘made in Germany’, it quickly became clear that I wouldn’t be able to do it on my own”, he says. “That is why I looked for a partner who shared my vision of a new, tastier vodka, which can convey the character of the rye as much as possible. The secret to perfect vodka is to use just a few, high-quality raw materials and to have complete influence on all production phases.” The North German Champagne Rye from the Niederlausitzer Heideland region, an ancient strain, was basically the only ingredient for Freimut vodka. 30 percent is prepared in a specialised Bavarian malthouse, the rest of the grain goes directly to the distillery, is crushed shortly before the mash is prepared and added to the malt of the same type. Fermentation takes four times longer than industrially produced vodka, which is how the spicy flavour and the subtle sweetness develop. Soft spring water from the Nordenau slate mine is used to bring it down to a drinking strength of 40 percent alcohol by volume. Following the motto ‘as natural as possible’, all ingredients carry the EU organic certificate and come from Germany, so that transport distances are also kept short.

At the World Spirits Award, the Freimut Vodka was awarded silver.

Destillerie & Brennerei Heinrich Habbel: A maker of special products

Founded in 1878, the grain distillery and adjoining farm is run by the fourth generation of the family. In keeping with tradition, the focus is on classic craftsmanship with great attention to detail. In 2013, the new Hillock Park Distillery was built with pot stills and state-of-the-art technology, named after their established brand of whiskies and liqueurs. The distillery and the western-style saloon make an ideal venue for monthly tastings with changing themes. The distillery is a popular destination in Sprockhövel, excellent for combining shopping in a historic setting with a visit to the cosy restaurant and best whisky bar. The distillery has been named one of the best whisky stores in Germany every year since 2011.

Particular attention is paid to sustainability, with raw materials coming from the region over the shortest possible distances. Well water from their own forest spring guarantees purity and unadulterated taste. Barrel selection is also very important. In addition to first-fill barrels of various origins, new barrels have also been stored in the Hillock Warehouse with the OXOline barrel storage system since 2022. The innovative barrel management system also allows for limited special bottlings. The single malts Hillock 6 ex-Bourbon, Hillock 6 Portwine and Hillock 6 Triple Wood were made from former rum, port and bourbon barrels and were released recently.

At the World Spirits Award, there was gold for Deputat, silver for Hillock Honey & Herbs Single Malt Whisky Liqueur, Hillock Honey Single Malt Whisky Liqueur, Hillock 12 Single Malt Whisky, Hillock 6 Portwine Single Malt Whisky and Hillock 6 ex-Bourbon Single Malt Whisky, and bronze for Single Malt Whisky.