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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.

Luding Group: Vodka Tchaikovsky as a high-spirited homage to the famous composer

At the beginning of the 1990s, the modern distillery ‘Fortuna’ was launched in a green field in the south of Russia – in the Krasnodar region, a strip of land with spa resorts and health centres. The distillery has specialised in unusual products, in a region with a particularly green fingerprint. The vodka created in honour of the great Russian composer Tchaikovsky is special. The concept for this exceptional product is comparable with one of his musical scores: the work ‘Swan Lake’ served as an inspiration. Art enthusiasts can thus immerse themselves in the history of Russian estate life in the 19th century. The traditional white and blue colours underline the purity of this vodka.

The technical particularities span a wide quality-orientated spectrum: from the selected wheat, their own well water and the special treatment of the distillate with skimmed milk powder to the crystal-clear filtration with active birch coal. With so much perfectionism and monitoring of the individual production steps, the result is an especially gentle, animating and very typical vodka based on wheat. After the diluting of alcohol and pure distillate, the production process is continued with maturation in steel tanks. The aim is to ‘wed’ both ‘waters’, resulting in an especially harmonious vodka.

At the World Spirits Award 2022, Vodka Tchaikovsky was awarded double gold and honoured as the best vodka with the title ‘Spirit of the Year’.

Engelszell monastery liqueurs: A secret recipe

The Cistercian monastery of Engelszell was founded in 1293 by Bishop Wernhard von Prambach of Passau and abolished in 1786 under Emperor Joseph II. In 1925, the Engelszell estate became a monastery again when the Trappists bought the former monastery including the dilapidated buildings. The renowned diligence of the ‘silent monks’ helped them back to their former glory. In the search for the necessary funds, an offer from a Swiss pharmacist proved to be the stroke of luck they needed: his excellent herbal recipe was the start of liqueur production in 1929. The proceeds from the sale of the homemade spirits made an essential contribution to the preservation of this cultural heritage.

The original recipe for the bitters, which is still kept top secret, is well protected in the monastery archives. Brother Reinhard, head of liqueur production, doesn’t give much away: 42 different herbs, roots and spices form the basis, including galangal, buckbean and St. John’s wort. Further liqueurs have been developed over the many years of liqueur history. 15 monastery liqueurs of various flavours are currently in the treasure chest of the Trappists of Engelszell. The work is carried out according to both old recipes and, since 1929, also according to recipes the monks have developed themselves. Brother Reinhard watches over every single new herbal extract to ensure quality and taste. This is how the monks ensure the excellent quality of the spiritual drinks. Since 2021, the regionality has been greatly increased by using domestic ethyl alcohol, AT-BIO-902.

Engelszeller Eierlikör (egg liqueur) and Engelszeller Magenbitter (bitters) won Gold at the World Spirits Award 2025.

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.