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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.

Kweichow Moutai: China’s ‘national schnapps’ on the rise

Baijiu is the most popular alcoholic drink in China and Moutai the most famous brand, with a similar status to vodka in Russia or tequila in Mexico. Its origins go back over 2,000 years to the time of Emperor Wu of Han. These days, the national drink is frequently served at official state banquets and is used as the official state gift. Its protected source is the village of Maotai in the Guizhou province on the banks of the Chishui, the Red River. These days, more than 30,000 tons of the 53 percent alcohol Moutai are produced. In cooperation with Camus, a limited edition was launched as an homage to the greatest poets: after Li Bai in 2013, Du Fu followed in 2018. The elegant bottle showing a painting of a poem is made from the finest porcelain.

Traditional methods are used for the distillation of regional raw materials: organic sorghum and wheat and the best water. Fermentation takes place at high temperatures. During the production process, which takes a year, fresh grain is added twice to the boilers, then several boiling and fermentation processes take place. Every batch of the distillate is separated according to age, production cycle and aroma. It then matures slowly in terracotta containers and, during the storage period of at least five years, develops a fine soya aroma. Master blenders make sure that the characteristic, full flavour is preserved. The secret lies in the humid climate, the water from the Chishui, as well as in the distillation technique and maturing period.

At the World Spirits Award, there was double gold for Kweichou Moutai Du Fu Edition.

Garagenbrenner Wöhrer – Expertise and continuity

Some 35 years ago, Manfred Wöhrer started out as an amateur schnapps distiller, using rented equipment. Today, this ‘garage distiller’ and quality fanatic is one of the great masters of the distillery scene. In the past, he has applied his profound expertise to producing high-quality brandies in national and international tasting sessions as a former taster and valued member of the jury.

Manfred Wöhrer pursued his career as a master builder until 2010 when he handed over the construction firm to his son, Christoph. Now retired, he has more time to dedicate to distilling – and with growing success! Based on a secure foundation, he has built up a wide range of expressive distillates which are typical of their varieties and all bear his unique signature. No nonsense but classy, free from fancy names or marketing gimmicks.

Master distiller Manfred Wöhrer monitors all of the work processes in person, supported by family and friends: from the selection of the fruits and identification of the right time to harvest, to the selective determination of the distillery process, filling and packing. Annual production totals approx. 4,000 bottles, distributed across 16 to 18 different products. Particular emphasis is placed on the quality increase of the traditional brandies: apple, Williams pear, apricot, damson and cherry. Manfred Wöhrer has been working at a new distillery since 2005 – a bright room for working, tasting and shopping, where visitors can acquire first-hand knowledge at distilling demonstrations and tasting seminars.

Classified as a World Class Distillery 2018, there was double gold für Zwetschke 48 Reserva fassgelagert (barrel-aged damson) (Spirit of the Year 2018), gold for apricot and damson, and silver for yellow Williams pear, red Williams pear and sour cherry.

Senft quality brandies – Experience, experimentation and success

In the picturesque Salemertal Valley in Southern Baden-Württemberg, just a few kilometres from Lake Constance, lies the Senft family’s farm. On the sunny side of the lake they have the ideal conditions for fruit-growing, as well as for the production of brandies, liqueurs, whisky and more. In their own orchards grow old apple varieties such as Cox-Orange and Elstar, small Williams pears, bright yellow Mirabelle plums and juicy peaches. Huge sour cherry trees and ancient damson trees also yield generous harvests, not to mention the fragrance of aromatic raspberries in late summer – the excellent products from the Senft farm speak for themselves.

As soon as the first fruit is ripe, the harvest begins, in which the tree-ripened fruit is harvested in three stages. Only hand-picked, fully ripened fruit is mashed. In order to retain the fine flavours of the fruit, the fresh mash is distilled immediately. After distillation, the distillates mature in stainless steel tanks, some also in barrique barrels, where the wood gives whisky, vodka and brandy their characteristic colour, aromatic richness and mild flavour.

The Senft family has been linked to fruit-growing and distillation for generations. They excel in their traditional knowledge, modern technology, their courage to experiment and their trust in the quality of the spirits and liqueurs. The business was founded in 1988. Herbert Senft also worked as a cellar master (for ‘Markgraf von Baden’ and ‘Winzerverein Hagnau’) from 1972 to 2010. The selection brandies with fruit extract have been on sale since 2002. The next year, new storage rooms were established in Salem-Rickenbach, and the licence as a bonded distillery was added in 2007. In 2012, the first Lake Constance (‘Bodensee’ in German) whisky expanded the wide range further still, and a vodka followed in 2013. It will be interesting to see what comes next at the Senft farm in the Salemertal Valley.

At the World Spirits Award, there was silver for Senft Bodensee Whisky and Senft Bodensee Williams Selektion, and bronze for Williams.