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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.

Arnold Dettling: The world of the cherry at its very best

In 1867, Franz-Xaver Dettling established a distillery in Brunnen on the shores of Lake Lucerne, devoted to the mountain cherries from Schwyz, and so, in 2017, the Dettling company celebrated its 150th anniversary. 25-year-old Arnold Dettling took over the business in 1909, which from then on carried his name. In 1991, they established ties with global players Underberg, also a family-owned company. In 2000, the distillery was brought up-to-date technically. The Dettling company is committed to the motto ‘only kirsch will do’. The greatest skill of distilling, as well as first-class, select raw materials, the expertly assisted fermentation pro-cess, and lots of love for detail are the foundations for the high-class distillates from Dettling.

Dettling is one of the leading kirsch producers in the world; they value their personal relationship with their cherry growers. The select fruits often come from only a few farms or even individual trees. Of the more than 800 cherry varieties, only about 40 are suitable for distilling. For one litre of kirsch, eight kilograms of cherries are needed. The mash is left to ferment in a rock cave. Afterwards, the brandies are stored in demi-johns or wooden casks. It is not just the classic cherry brandies which are in demand at Dettling – innovation is too.

The World Class Distillery 2019 OBB (Distillery of the Year 2019 – Gold) received double gold for Dettling Lau-erzer (Spirit of the Year 2019), Dettling Langstieler (Spirit of the Year & World Spirits Award 2019), gold for Dettling Wildkirsche (wild cherry), Dettling Holzfassgereift (matured in wooden casks), Dettling Vielle Kirsch, Dettling Kirschenlikör (cherry liqueur), Dettling Brandy and Réserve AOP Rigi Kirsch.

Son Tinh – Tradition with a future

In 1993, ethnology student Markus Madeja travelled to Vietnam as a tourist – and he stayed. He went on to become a successful entrepreneur – with no start-up capital or bank loan, simply a convincing business idea. Today he has seven restaurants and a large distillery with more than 200 employees and a sales volume of 2 million dollars. Tradition is very important to him as are the Swiss virtues of quality and continuity.
His distilling started out on a small scale with 2 litre containers. His home was his production site. Following the opening of his first and second bars, the products began to gain in popularity and he decided to shift to a bigger scale. Today, the company has a modern distillery on the edge of Hanoi with a European level of technology. The secret to the schnapps: time to mature. They are produced according to Vietnamese recipes but marketed with western concepts and an innovative look: “The glass contains the soul of the schnapps but a pretty face sells it better!” The offer includes traditional herb schnapps with ginseng and other herbs and roots, sweet fruit liqueurs based on rice wine and a premium range with fruit distillates. The latter range will be expanded further in the future.
These schnapps varieties are unaffordable for the majority of the local population; a bottle costs around one tenth of the average monthly salary. However, the affluent young elite are benefiting from the economic boom and buying luxury goods. This luxury has brought about a renaissance for Madeja. He is now working with the farmers to further develop the traditional cultivation methods for the raw materials (e.g. rose apples) and the image of the products.
The World Spirits Award brought success for these exotic products: three golds for N?p Phú L?c (Phu Loc Sticky Rice Liquor), Minh Mang and B? Sa Pa.