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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.

Excelencia Tequilera de Jalisco: From Mexico to the rest of the world

Tequila Huizache is a homage to the Mexican region of Jalisco, which is famous for the manufacture of agave distillates and also where the roots of the company lie. The Huizache bush (Acacia farnesiana) is abundant in the dry landscape and has been traditionally used for medicinal purposes by the indigenous peoples of Mexico, who believe the plant to be holy. The name means ‘many thorns’ and is a symbol for the strength and resilience of the countryside and the people who live and work here.

Once the Spanish conquerors had recognised the value of the agave plant in the 16th century and introduced European knowledge about the art of distillation, the region – today a UNESCO world heritage site, incidentally – became the main producer of tequila, which was distributed from here to the rest of Mexico. In 1870, Tequila Herradura SA de CV was founded and, over time, developed to become one of the biggest brands. In the late 1990s, the sisters Luz Gabriela and María Elisa Romo de la Peña decided to sell their stakes in the company and take over the plantations. In 2003, they founded the Excelencia Tequilera de Jalisco and specialised in the production of 100% agave premium tequila. The top brand Tequila Huizache was introduced in 2005 and opened a new chapter in the success story, which spans six generations with almost 150 years of experience.

At the World Spirits Award, there was gold for Huizache Blanco, Huizache Reposado and Huizache Origen.

De Kuyper Royal Distillers: Liqueur specialist with a long tradition

Founded in 1695 by Petrus de Kuyper, the renowned company received the title of ‘Royal Distillers’ on the occasion of Queen Beatrix’ 300th birthday. These days the spirit producer, now in its tenth generation, is one of the ten oldest family businesses in the Netherlands. The headquarters is the large distillery in Schiedam, and Mark de Witte is the CEO of the company.

The portfolio covers a wide selection of premium cocktail liqueurs and premium spirits. The focus products are De Kuyper liqueurs as the backbone of the business, Rutte Gin & Genever, botanical experts since 1872, the cognac liqueur Mandarine Napoléon, Peachtree, the only real peach liqueur in the world, Cherry Heering Liqueur, founded in 1818 and known worldwide as Cherry Brandy, and Bébo, a Cuban coffee liqueur.

The company, with over 100 employees, is world market leader in cocktail liqueurs with exports to 100 markets worldwide and a total volume of three million 9-litre containers. Key markets are the Netherlands and the USA, the largest cocktail market in the world, as well as further influential European and Asian markets, such as Great Britain, Germany, Japan and South Korea.

At the World Spirits Award, there was double gold for Rutte Dry Gin (Spirit of the Year & World Spirits Award 2019), gold for Rutte Celery Gin and Rutte Sloe Gin, and silver for Rutte Old Simon Genever, Bébo and Mandarine Napoléon.