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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.

Prevelon: Premium vodka by order of the Kremlin

Kremlin Premium Vodka was created as the official drink for all diplomatic receptions and banquets at the Kremlin and was intended as the hallmark of high-ranking events. The decision in favour of the most traditional Russian drink was unanimous. It was only produced on special order and in limited amounts. The first large batch of this ‘protocol’ vodka was ordered in February 1945 for the Yalta Conference. Kremlin Award Grand Premium came on the market in 2011 and is exported to 38 countries, and in many of them it holds the top position in the ultra-premium vodka category. Since 2016, the product range has included Kremlin Award Classic, which enjoys great popularity amongst all partners.

Two products have been added to the product range. Kremlin Award Organic is based on alcohol that is produced from the highest quality organic wheat, and on natural drinking water. The vodka passes through a multi-stage purification through pure birchwood charcoal. The alcohol for Kremlin Award Vintage is made from organic grains from the same harvest. The wheat grains are stored in a grain silo until they reach their physiological maturity in order to get a high-quality base product. The ‘luxury alcohol’ is then mixed with natural drinking water and, after purification, is granted a resting period. Production is limited to the year stated on the label.

At the World Spirits Award, there was gold for Kremlin Award Organic and Kremlin Award Vintage.

Waldemar Behn: Unique spirits brands

The slogan ‘Kennen Sie den? Der ist von BEHN!’ (Do you know this one? It’s from BEHN!) is what made this family company from Eckernförde famous. In 1892, Waldemar Behn, son of a Hamburg beer brewer, established a retail store for beverages in Schleswig-Holstein. He initially supplied beer to workers building the Kaiser-Wilhelm Canal, the present-day Kiel Canal. The product range was later extended to include non-alcoholic drinks and spirits of his own production for the catering trade. In 1906, Waldemar Behn bought the Eckernförder Dampfbierbrauerei brewery so that this Baltic resort of Eckernförde became the company headquarters, which it still is today.

After the Second World War, alongside running a specialised beverage wholesale trade, the company concentrated on producing branded items in the spirits sector, including typical products of the region, such as Germany’s most popular anise spirit ‘Küstennebel’, ‘Fischergeist’ and ‘Original Friesengeist’. Starting from the Northern Germany region, the Behn family company developed into a national and international provider with the brand ‘Kleiner Feigling’. With one of the world’s highest awarded cream liqueurs, ‘Dooley’s Original Toffee Liqueur’, the company finally achieved its international breakthrough which was solidified with the purchase of the brand ‘DANZKA Vodka’ in 2013. Today, Behn’s range of products consists of award-winning spirits brands that are available almost everywhere in the world.

At the World Spirits Award, there was gold for Andalö Sea Buckthorn Liqueur, the aperitif of the northern summer.

Spezialitäten-Brennerei & Whisky Destillerie Liebl: Distilled with passion

The roots of the family business go back to the year 1935 and the small grocery store of grandmother Maria Liebl. Following the difficult war years, a wine and spirits trade was added to the business. In 1970, they began with their own production of traditional, regional specialities such as Bärwurz.

The purchase of a distillery in 1990, with the rights for distilling 300 litres, laid the foundation for the current technology. In January 2006, the first whisky distillery in the Bavarian Forest was created. In 2013, the product range was extended with Bavarian Dry Gin, Bavarian Premium Vodka and Bavarian Rum. As well as apple, pear and damson, the focus is on wild fruits such as wild cherry, yew, hawthorn and juneberry, but the repertoire also includes Sicilian blood orange and tangerine.

Tradition, nature, time and the desire to create something special are the principles on which top class spirits have been produced here for many years. Nature provides the benchmark and thus also the motivation for Gerhard Liebl to transform fully ripe fruit into ‘liquid diamonds of the art of distillation’ every year.

The World Class Distillery 2022 received gold for Williamsbirne Edition Lena (pear), Jahrgangsbrand 2020, Bergkirschbrand (cherry), Rote Williamsbirne (pear), Elsbeerenbrand (wild serviceberry), Spänlingbrand (plum) and Espressolikör (espresso liqueur).