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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.

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.

ERBER Edelbrände: Tyrolean appreciation and a celebration of fine distillates

For over 350 years, high-quality fine brandies, schnapps, spirits and liqueurs have been handmade from various kinds of fruit at Erber in Brixen im Thale. For an original Tyrolean fine brandy or Tyrolean schnapps, only hand-selected and fully ripened fruits of the best quality are processed in the oldest copper still distillery in Tyrol. Double distilled, diluted with their own spring water and some stored in wooden barrels, Erber fine brandies and schnapps are part of a traditional Tyrolean love of fine things.

The record of success: Master Class Distillery and Master Class Distillery with double gold for Tiroler Jagertee, gold for Blackcurrant Brandy, Wurzler, Süßwurzler, Brixx43 Gin, Old Rye Brandy (wood), Old Plum Brandy, Old Mirabelle Brandy, Muscatel Grape Brandy, Plum Brandy, Rowanberry Schnapps and Damson Fruit Liqueur, and silver for Williams Pear Schnapps, Coffee Spirit, Mirabelle Brandy, Rose Apricot, Tiroler Zirbener (stone pine) and Tiroler Nusseler (nut).

Fermentorium Distilling Co.: Creativity from Canada

It was the creative minds from Phillips Brewing and Malting Co. in Victoria that had the idea for Fermentorium. It is a place where spirits are created according to special recipes. The basic distillates for the gin are made in a traditional British copper pot still from the 1920s – endearingly called Old George – and refined in a modern distillery of German production. In British Columbia, herbs are gathered by hand and botanicals are cultivated, carefully selected for Stump Coastal Forest Gin, so that the gin reflects the origins of its ingredients – from the craggy coastline to the old forests.

Vancouver Island produces high-quality barley that is processed in Phillips Brewing’s own malt factories. Through the use of barley that is cultivated just 15 minutes away, local farmers are supported and emissions from malt transport are reduced. Ultimately, it is possible to control the quality of the end product better. There are only a handful of malthouses in North America and Phillips Brewing is proud to be the only Craft Brewer in Canada that malts its own barley. Small Talk Whisky continues the tradition of only using barley cultivated on Vancouver Island. Bourbon was originally stored in the barrels made of American and French oak, which were then filled at the distillery at the beginning of 2016.

At the World Spirits Award, silver was awarded to Discovery Street Dry Citrus Gin and Stump Coastal Forest Gin, and bronze to Small Talk Whisky.