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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.

Korn- und Edelobstbrennerei Schlitzer: Enjoyment backed by history

The foundation stone was laid in 1585 by Count Eustach von Schlitz, who first brewed beer in the little village of Sandlofs – today a district of the town of Schlitz. In 1616, a distillery was built next to the brewery, and then a good 100 years later a new building was constructed at the Auerhahn brewery, as it was called back then. It is documented that the Counts of Schlitz owned the distilling rights from 1732. Over centuries, grain spirit was made from regional wheat in this area. In the 1950s, the distillery was relocated to its present-day site, the former count’s sheep farm. In 1969, the Graf Görtz’sche Kornbrennerei along with the Karlshof was transferred to the ownership of the state of Hesse and was a state enterprise until 30 September 2006. In 2006, the town of Schlitz bought the company and founded Schlitzer Korn- und Edelobstbrennerei GmbH, with Schlitz (90%) and Hünfeld (10%) as stakeholders.

The product range is comprised of grain and fine fruit brandies, as well as fruit and herb liqueurs, and since the beginning of the 1980s also whisky. Managing Director Tobias Wiedelbach and his team continue to create the finest brandies at the same site, even though the head office and owners have changed. Many of the products draw on centuries-old recipes. The long-established distillery in the picturesque castle town is also a worthwhile tourist destination. Guided tours take you through the grain and whisky distillery, distillation, storage cellar, fine fruit distillery and bottling plant, showing the varied world of distilling. The outlet sales point has been newly designed, using original Schlitz barrels.

At the World Spirits Award, Milde Himbeere (raspberry) achieved gold, while Whisky Liqueur and Burgen Dry Gin achieved silver.

Avatea: Renaissance of an exceptional product

Arue is a French municipality with around 10,000 inhabitants in the northeast of Tahiti in the overseas territory of French Polynesia. The first pure rum is distilled and bottled here as the result of a research project. It took almost six years to track down the traditional sugar cane varieties and start to grow them again on virgin land. The Avatea company, based in the town of Paea, provided the know-how, namely twenty years of experience in the distillation of spirits. The rather satisfying result is Mana’o Tahiti rum, whose name means ‘to think of’ or ‘remember’ something in the local language, Reo. It is a tribute to the rediscovered raw materials, which today are organically farmed.

Mana’o is a prime press rum based on a single uninterrupted initial process. The sugar cane stalks are cut early in the morning while it is still cool and immediately transported to the mill and crushed without the addition of water. The resulting juice is filtered and fermented on site by adding organic yeast, reaching five percent by volume after five days. Further processing takes place in Paea, where the product is distilled and only the heart is left to mature. The cask strength of 89 percent by volume is gradually reduced to 60 percent to ensure that the fine aromas are preserved. This is followed by at least six months of ageing in 3,000-litre stainless steel tanks. The selected distillates are then sent to Rangiroa atoll to mature further in French oak barrels under the influence of the sea air.

At the World Spirits Award 2025, there was Double Gold for Mana’o Rangiroa and Mana’o Tahiti Blanc, and Gold for Mana’o Tahiti Paille.