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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.

Cervejaria Backer: Innovation from Brazil

The Backer Brewery was founded in 1999 by the Lebbos brothers near Serra do Curral in the southeast of Brazil and now has 80 employees. With 25 bottled beer varieties, every month 800,000 litres are produced, according to company director, Paula Lebbos. The focus is currently on starting out in the world of whiskey, something she was introduced to at Jack Daniel’s in the USA in 2010. This prompted the desire to make their own whisky. As in the past, when there was a market niche for craft beer, the possibility of filling a niche for single malt also became evident here.

The company also owns a bar in the capital city, Belo Horizonte: Templo Cervejeiro. As well as their beer portfolio, the two innovative spirits, whiskey and gin, are also offered. 3 Lobos Whiskey Artesanal Experience is distilled in specially manufactured copper stills following Scottish tradition, with malted barley – which is also used in some beers as brewing malt – and matures for five years in American oak barrels (Jim Beam Bourbon). For the first batch, more than 5,000 numbered bottles were filled. Lebbos Hop Dry Gin combines traditional botanicals such as juniper and angelica root with the essence of craft beer: hops. Its lightness and freshness make this gin a real pleasure to drink, especially in a gin & tonic.

At the World Spirits Award, gold was awarded to 3 Lobos Whiskey and Lebbos Hop Dry Gin.

Eifel-Destillerie: Herbal specialities from Eifel

In 1925, Peter-Josef Hubert Schütz and his sons set up a Korn distillery, run by a standing high-pressure steam boiler which was heated with coal. This was replaced by an oil-heated steam boiler in 1969 and the current high-speed steam generator was installed in 1989, with lower energy consumption and less heating time needed for the required steam pressure. Since 1998, Peter-Josef Schütz has been running the company and continuing its success. His philosophy is to “create enthralling products for our customers with natural ingredients and top-level art of distilling”.

Since the foundation of the company, spirits have been produced from the distilled alcohol, initially from Korn (grain) and double-Korn, double-juniper and ‘Schütz Boonekamp’. ‘Eifelgeist’, the speciality of the company made from 42 select herbs, was registered as a protected trademark in 1949. Herbal spirits then became the focus of the product range of high-quality liqueurs and brandies. Using Eifel in the name underlines the appreciation of the region it calls home. A valuable contributor to product diversity is the distillery’s ‘herb chamber’. Here, over 100 medicinal herbs, blossoms, seeds, barks and roots from all around the world are stored in wooden containers.

At the World Spirits Award, gold was awarded to Raspberry Liqueur, Eifelgold and Eifelgeist, and silver to Bitto. Werner Gin (a product made of vermouth from Weinmanufaktur Ellermann-Spiegel in Kleinfischlingen) also received gold.