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Bacardi: A world of brands with a value system

Don Facundo Bacardi was born near Barcelona and emigrated to Santiago de Cuba in 1830, where he founded a small distillery in 1862 at Calle Matadero 57. His wife Amalia discovered a colony of bats under their roof; bats are thought to provide protection for cultural assets by the local Taíno people, the indigenous population of Cuba. In Spain, bats are a symbol of health, happiness and family unity. And so this became the trademark of the new rum – now one of the most renowned logos in the spirits industry.

Bacardi is the world’s biggest privately owned company dealing in spirits, offering over 200 rum, vodka, whisky, gin, vermouth and tequila products which are sold around the world. The main brands include BACARDI Rum, ERISTOFF Vodka, MARTINI Vermouth, BOMBAY SAPPHIRE Gin and GREY GOOSE Vodka. In 1877, Bacardi won their first gold medal for quality at the World’s Fair in Spain, and many more were to follow. In 1910, they opened their first international plant in Barcelona, the family’s hometown. In 1916, another bottling plant in New York followed. In the 1920s, Bacardi acquired a reputation as a symbol of luxury and lifestyle with a special kind of advertising. This holds true even today. The BACARDI Rum brand has become a symbol of the Caribbean and not just because this is where it has its roots; it also brings consumers that much closer to this ‘paradise’.

The Master Class Distillery 2024 received gold for Reserva Ocho, Superior, Spiced & Cola Ready-To-Drink and Reserva Ocho Rye Cask, and silver for Caribbean Spiced, Toasted Coconut Colada Ready-To-Drink, Mojito Ready-To-Drink, Roasted Pineapple Rum Punch Ready-To-Drink and Caribbean Espresso Rumtini Ready-To-Drink.

Liedschreiber Erdelbranddestillerie: A vocational passion

Andreas and Anna-Maria Liedschreiber both come from a farming background and have been running the farm with cattle, grassland, forest, alpine pastures and a distillery since 2003. The family has five daughters and one son. Andreas, a trained carpenter and master farmer, has been distilling using traditional methods in the farm’s own distillery since 1985. He has been a taster for sensory tests at the Weihenstephan University of Applied Sciences since 2000 and completed his training as a fine brandy sommelier in 2010. Anna-Maria, a master of home economics, specialises in liqueurs made from fruits and flowers and is also a fine brandy sommelier.

The distillery is located in the charming Alpine foothills near Lake Tegernsee. The Schafstatthof farm is not just a place of production, but an experience for all the senses. Every bottle tells a story – from carefully selected ingredients to masterful distillation. The high-quality specialities are matured to perfection in old earthenware barrels and are harmonised with their own mountain spring water. Visitors can learn more about the high-quality process from the fruit to the fine distillate and interesting facts about modern distillation technology on a public distillation tour (registration from ten people). Afterwards, there are tastings from the wide range of products, plus regional cheeses and fresh bread. For larger events (up to 80 people), the comfortably furnished ‘Destillenzi’ and a terrace with a view of the Alpine landscape are available.

At the World Spirits Award 2025, Gold was awarded to Schlehe-Brand (blackthorn brandy), Speierling-Brand (service tree brandy) and Herzbeere-Brand (guelder rose brandy), and Silver to Wildkirsche-Brand (wild cherry brandy).

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.