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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).

HeHo Distilling: The spirit of excellence

Born out of a moment of inspiration and with the idea of developing a modern aperitif, TIRÉH was created; a ‘handmade symphony of first-class vermouth and fine fruit brandies’. The golden colour and harmonious texture based on thirteen specially selected botanicals are the result of purely natural ingredients, without additives or colourants. The spirit originates in the southern part of the German Wine Route, where great importance is attached to the use of regional raw materials during production. The cuvée for the vermouth comes from vineyards in the Palatinate, a blend of Müller-Thurgau, Kerner and Scheurebe, matured in neutral wooden barrels. The botanicals include wormwood, hibiscus, lemongrass, chicory roots, rose petals and blackberry leaves. Having finalised the recipe, the first bottling in high-quality bottles followed in 2022. TIRÉH is best enjoyed neat on ice, as a spritz or with tonic water.

As part of the collaborative RETHINK MARKET ENTRY! project, TIRÉH Premium Aperitif emerged under the direction of Timo Holtappels, co-founder of the company, and René Heß, co-founder and lecturer at the Brand University of Applied Sciences in Hamburg. Strategies were developed for the market launch in Germany, from which they derived recommendations and concrete steps for further marketing activity. In other words, the modern approach matches the modern product. More on the various ideas and recipes can be found at https://tireh-aperitif.com.

TIRÉH Premium Aperitif won silver at the World Spirits Award.

Edward Snell – Whisky from South Africa

Edward Snell founded a trading company in Durban in 1848, from which the oldest spirit company in South Africa developed over 160 years. Following an eventful history, the company is now once again in the hands of the family. Besides their own brands they also sell numerous local and international drink brands, mostly in various markets in Africa and the Middle East.

The wide range of products includes whisky, brandy, vodka, rum, gin, tequila and cognac. One outstanding label is Firstwatch Whisky with its new look, a striking, square bottle design. Consumer demand for a whisky with an American taste profile has been perfected over time and is presented today as a balanced blend of the finest imported rye and grain. Whether pure, on the rocks or mixed – its diversity makes it popular with many different target groups and successful in one of the largest spirit segments in South Africa.

At the World Spirits Award, there was gold for Firstwatch Whisky.

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.