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Inner Circle Rum – Sailing towards success

How does a world-class sportsman turn himself into a rum producer? And even make it a tremendous success story! Stuart Gilbert, a multiple world champion sailor who participated in the 1984 Olympic Games, shows how it can be done, with the successful re-launch of Australia’s best rum which quickly acquired worldwide recognition and was awarded prizes at wine and spirit competitions in London, Frankfurt and Chicago. In 2007, Inner Circle was taken over by Lion Nathan Australia (since 2011, it has been operated by Lion alone following a company reorganisation) and incorporated into their New Zealand range. Their competence and capacity to distribute at an international level guarantee a further positive development, as is shown by the sales figures and results of tastings.

Originally produced for the Colonial Sugar Refinery’s “inner circle of management and favoured clients” in the mid-19th century, this popular rum was available until 1986. When the company was sold, the brand Inner Circle – an Australian icon – was discontinued. Stuart Gilbert, a great fan of this particular rum, found himself missing it keenly. He tasted all the rums of this world, but none compared to the favoured flavour. He then decided to put his money where his mouth wanted to be and contacted Malcolm Campbell, the last master blender of Inner Circle, who still owned the original recipe and yeast. After buying the brand rights, Gilbert bought Beenleigh Distillery, the oldest registered distillery in Australia, in 2004 and as such acquired an industrial monument.

The Australian rum trio was again successful at the World Spirits Award with a double gold, Best in Category and Spirit of the Year for the Rum Grey, gold for the Rum Green and silver for the Rum Red.

Seyringer Schlossbrände – Long-standing Austrian schnapps culture

According to the motto of Seyringer Schlossbrände, things which have always been good still taste excellent today. The “good old days” are being brought back to life through the product accessories. The company’s brand image was carefully revised in 2006, taking account of its historical aspect. The new features include a special bottle with a handle, exclusively crafted for the company on the basis of a design that is more than 150 years old. With bottle sizes of 0.5, 0.2 and “handy” 0.04 litres, many needs are met.

Seyringer Schlossbrände products combine tradition and taste. Prepared on the basis of traditional rules of the art of distilling, the specialities embody both the past and the future. With their reference to the imperial history – “kaiserlich-königliche Schnaps-Kultur” – and the respective design, Seyringer Schlossbrände’s market presence is bound to be a success. The brand’s symbolism convinces in a variety of different uses – such as the design of small souvenirs or special promotions in the retail trade.

Seyring Castle, in imperial times a country estate, lends its name to the eponymous castle spirits, representing a part of the Austrian spirits culture. The broad range of products comprises traditional Austrian fruit spirits, fruit schnapps and fruit liqueurs, such as Williams pear, apricot, plum, cherry, raspberry, “Obstler” (mixed fruit schnapps) and gentian spirits. Liqueurs on a fruit juice and fruit distillate basis made according to ancient recipes represent an innovation.

The classics – Jagatee (tea with schnapps), apricot liqueur and gentian were all awarded gold at the World-Spirits Award, and the cherry liqueur received a silver. There were also three golds in the fruit spirits category.