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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.

LA SU Gin: Exotic holiday feeling in a glass

Alexander Kayser and Christopher Schuh are true gin lovers and founders of the brand LA SU Gin – a registered brand of Expo Outline Messebau und Event GmbH in Altenstadt, with Alexander Kayser as the managing partner.

After exploring many trains of thought, it was clear to both of them that it had to be exotic. LA SU Gin is a premium handcrafted gin with a hint of fruity mango. Distilled in small batches, traditionally and without additives, it is made in one of the oldest distilleries in Europe. The mango gives it a special freshness and balances the tart notes of the spices perfectly. Next to the mango, LA SU evokes a sense of travel. Enjoy a holiday feeling and discover new taste sensations. The elaborate bottle design reflects a love of detail and certainly leaves an impression.

At the World Spirits Award, bronze was achieved by LA SU *MGO* Natural Mango.

Achim Lohner: Traditional enterprise with a future

Founded in 1912, the Lohners boast an impressive growth story of 110 years of a family bakery chain. Almost 170 bakeries with over 2,000 employees in Germany sell fresh baked goods, including cakes, to more than 60,000 customers daily. Sustainability concepts have always been considered and observed throughout the long company history. Thinking of tomorrow already today is not an empty slogan here but a practiced company philosophy. This ranges from using local suppliers, reducing energy consumption by using the latest technologies to cooperating with sustainable agriculture.

The new managing director Marc Kranz has now gone one step further. He has combined his longstanding fascination with gin with the reduction of returns from the branches. The crust of one of the top breads of the bakery, the ‘Raubritter’ (robber knight), has been used as a basis for the high-quality London Dry Gin ‘The Bread Knight’. Together with the Hubertus Vallendar Distillery, Marc Kranz and Mario Vallendar have created a unique product, as it were – a taste journey lined with juniper trees and fresh bread, accompanied by various botanicals. The partiality to traditional and artisanal procedures, coupled with great dedication, has resulted in a unique experience.

At the World Spirits Award, gold was awarded to The Bread Knight London Dry Gin.