World-Spirits Online Guide Abo – order now

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.

Georg Hemmeter – XUXU, Escorial, SILLA EL FUERTE

Georg Hemmeter – strawberry drinks with exceptional flavour guaranteed

The name Georg Hemmeter – a company of the Underberg Group – stands for innovative spirits, in particular the XUXU range. The fresh and fruity strawberry drink contains 66 percent fruit plus crystal-clear vodka, rounded off with a dash of lime. The harmony between the sweetness of the fruit and just 15% alcohol by volume is created using a special production method. XUXU Ten, the little luxury in a 250 ml aluminium bottle with only 10% alcohol by volume, is dressed to party – it is still relatively new to the market, yet is already at home in all the world’s top party venues.
XUXU can be served in so many different ways: chilled, neat, on crushed ice, as a dessert topping, with sparkling wine or with other mixers – XUXU tastes heavenly and offers fresh and fruity pleasure. Welcome to Berrydise!

Initially the absolute top star in Greece, XUXU is now also number 1 in Russia, and extremely popular in Turkey and Italy too.


XUXU Strawberry & Vodka Drink and XUXU Ten won Gold at the World Spirits Award 2014.

APQ-Spirits – Fine products in a fine design

APQ-Spirits was founded in 2016 by Werner Krauss, the master distiller of Feindestillerie Krauss. The aim of the small, friendly company is to produce spirits with the addition of essences. Thus a clear distinction is made to the parent company, in which only 100% distillates and spirits are manufactured. The abbreviation APQ stands for ‘Austrian Premium Quality’ – and that is what the produced spirits should be. The focus lies on the development and implementation of new product ideas, for the in-house label as well as for other brands.

The first APQ product was a Dry Gin, which, following distillation, was spiked with essence of rose – like Hendrick’s Gin – to ‘materialise’ the wonderful scent of roses. This clear, fresh gin carries the name Rose Garden, and the special label was put to canvas by painter Herbert Forstner from Lower Austria using the techniques of old masters and then digitalised. A hazelnut spirit is the starting point of their own line of spirits with well-known and new flavours.

At the World Spirits Award, the premiere was awarded two gold medals: one for APQ Hazelnut, and one for Rose Garden Dry Gin.