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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.

Wyborowa – The vodka of a master

“The Wyborowa product portfolio has its roots in decades of tradition and extensive know-how,” says Tadeusz Rusek, Senior Brand Manager at Wyborowa Pernod Ricard. The Pernod Ricard Group has operated in Poland since the mid-1990s and, in 2001, took on the Wyborowa brand. The company specialises in the dynamic development of international brands in the premium sector and strengthening competitiveness in the home vodka sector in Poland. “We decided to show consumers what the traditional means of production are, which is why we introduced our Master Distiller, Lukasz Karmowski. The name of the vodka, Wyborowa od Mistrza, refers to his creation, and the picture on the label is an expression of our recognition and respect for him,” Rusek adds.

The Master Distiller says: “I am very grateful to my father for showing me how to carry on the family tradition. I believe that distillation was my calling, and I am so happy that the cooperation with Wyborowa Pernod Ricard means that this special vodka will soon be available all across the country. I value all the initiatives that contribute to maintaining the culture of traditional distillation and that focus on the people themselves who play a key role in this.” This vodka is only produced in one distillery using locally grown rye. The specially designed, frosted glass bottle and the label with the historical sketch of the distillery and the picture of the master distiller underline the uniqueness of the content.

At the World Spirits Award, there was gold for Wyborowa od Mistrza.

Stiegenhaushof – A remarkable distillery

Johann Fankhauser, the great-grandfather of the present-day farm owner Martin, was a “Jack of all trades”. In addition to being the mayor and looking after the farm and animals, he also found time to build staircases for his neighbours – hence the name “Stiegenhäuserhof” (staircase farm). In those days, it wasn’t just apples, pears and damsons from the garden that were distilled, but also masterwort from the alpine pastures of the Ahorn area. Martin Fankhauser was a dairy farmer until 2005, who also kept sheep and chickens. After taking a distillation course, he produced his first Williams brandy and won silver in provincial competitions. That was the start of his distillation career: these days over 30 brandies and liqueurs from regional fruits are distilled in his modern licensed distillery.

As a real full-time farmer in the Zillertal Valley, Martin creates his brandies to perfection with passion and skill, and since March 2010 he also holds the title of ‘brandy sommelier’. In 2012 the cowshed was converted into a public-access distillery, with lots of room for tasting sessions, and a view into the sheep shed – after all, the master distiller is also an award-winning sheep farmer and has been breeding Tyrolean mountain sheep since 1996. Kathrin Fankhauser, mother and farmer with heart and soul, devotes herself to Zillertal Valley traditions on the farm, in the distillery and in the kitchen. Her specialities are the sweet liqueurs. “My grandmother took a lot of time to show us all about the preparation of the berries. We used to love the jams and jellies from cowberries, cranberries or red elder. This is how my passion for liqueurs came about, as they are full of fruity flavours down to the last drop.”

In everyday life, three generations live together in the traditional way – naturally and authentically. And this “authenticity” runs through the whole farm. The trademark of the products is the perfect mixture of tradition, region and passion. “Everything which is perfect in the eye or feelings of the beholder, is sexy. Why shouldn’t that also apply for brandies and liqueurs? Our schnapps is a real experience – really sexy. The tastes of the liqueurs capture the sweetness of life – really sweet.”

At the World Spirits Award, the Stiegenhaushof made a very strong showing: as a World Class Distillery 2014 with the title of “Distillery of the Year SILVER 2014”. The Yellow Williams Pear (Spirit of the Year 2014 & World Spirits Award 2014) and Red Williams Pear won double gold. There was gold for Muscat Grape, Fruit Schnapps Cuvée and Damson, and silver for Sloe.