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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.

Euelsberger Brennerei: Production in the Eifel region

Owner and master distiller Stephan Thomé and his wife Claudia run the 2017 start-up in Dingdorf in the Eifel region. There wasn’t a distillery on his parents’ farm – the new production facility was installed in the old calf shed. “My parents tell me my great-grandfather would have loved it. We love the materials of copper and stainless steel, and the way the light falls on them through the old stable windows.”

The name of the business comes from the Euelsberg, where they have a traditional orchard with tall trees growing apples, pears, damsons, Mirabelle plums, greengage plums and walnuts. They produce fruit brandies, spirits and various gins, all in the New Western Gin category. In the development phase, the distiller played around with over 120 herbs in his aroma lab, the result was twelve varieties, of which three were chosen for the first batch. Each gin has its own individual note, from spicy and fresh to floral and oriental.

The botanicals – be they from their own land or from around the world – are carefully selected and are of the same highest quality as those used in top restaurants and homeopathy. Many ingredients are from organic farms and are harvested by hand. In the small production facility, all stages are carried out by hand. The gin is carefully filtered to preserve the aroma and is bottled by hand to then mature first in steel barrels and then for months in the bottle itself.

At the World Spirits Award, there was gold for Laux Premium #1, Laux Premium #3, White Vermouth and Red Vermouth with Majorcan oranges, and silver for Laux Premium #2.

Erste Dresdner Spezialitätenbrennerei – Strong stuff from Saxony

A distillery was set up in the 13 metre long vaulted cellar of the former Dresden-Klotzsche vineyard in 2001. Today, it has six employees and is both a primary occupation and a calling for Swiss-born Georg Schenk. High-quality products form the focal point here: in addition to fine liqueurs, over 50 different types of brandy are produced as well. At the heart of the selection are the traditional aromatic varieties including Adersleber Calvill and Zuccalmaglio Renette apples. A visitor centre was established in autumn 2010 where tasting sessions bring the wide range of flavours to life.

‘Augustus Rex’, the company’s rather grand-sounding sobriquet, is reminiscent of Augustus the Strong who was omnipresent in Saxony: he had orchards planted to promote healthy nutrition of his people. The area around Dresden is a traditional fruit-growing region with a large number of old meadows with mixed fruit trees. Harvesting has to be carried out by hand, and the care of the large trees, some of which are more than 80 years old, is time-consuming and laborious. In any one meadow, there is only a small number of trees of the same variety, so the quantities are limited from the word go.

The list of customers of this Dresden-based specialist is impressive: from Berlin (Hotel Adlon, Hotel Bristol, KaDeWe) to Hamburg (Alsterhaus and The Private Business Club Hanse Lounge), Sylt and Munich (Feinkost Käfer, Hotel Vier Jahreszeiten Kempinski).


The company added yet more awards to its collection of over 80 prizes at the World Spirits Award, including classification as a First Class Distillery 2013, gold medals for the Apfel Champagner Renette (apple), Freiberger Bockbierbrand (bock beer brandy) and Dresdner Gin and silver for the Zuccalmaglio Renette and Stanley Pflaume (plum).