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Hijos de Pablo Esparza: Regional specialities from Navarra

This family business in the north of Spain is located just 80 kilometres from the French border. Present in the market for over 145 years, the business is now run by the fifth generation. Some of the 27 employees have been working with the family for over 40 years. The oldest product is Anís Las Cadenas, which already won awards in Paris in 1909.

As Spanish spirits are not as well-known as whisky, vodka, rum or tequila, customers are usually found in countries with Spanish inhabitants or descendants of Spanish immigrants. As a small business with no international branches, the contact with business partners is paramount, and they need to be well-supplied with information on the products.

One particular speciality of the region is Pacharán, an aniseed and sloe liqueur, which has been popular in Navarra since the Middle Ages. The name is derived from Basaran, a Basque word for sloe. In the 1950s it became more well-known with the aid of commercial production and marketing. Originally, wild sloes were used, but these days they are grown on plantations to meet the increasing demand. As a means of dealing with inferior imitations, a supervisory board for production was set up in 1988, which also awards the seal of quality and origin Denominación de Origen del Pacharán.

At the World Spirits Award, there was gold for Licor de Endrinas Basarana 20, silver for Pacharán Basarana Etiqueta Negra and Anís Las Cadenas, and bronze for Licor de Hierbas Las Cadenas.

Engarrafamento Pitú – Bestseller from Brazil

Pitú is one of the most traditional producers of beverages in Brazil, with its headquarters in Vitória de Santo Antão in the north of the country. Founded at the end of the 1930s, the company has remained family-owned – at the moment, it is managed by the fourth and fifth generations. Pitú is the undisputed number one in the region, and the most exported Cachaça of the country. Following the build-up of exports to Europe in the 1970s, and North America in the 1980s, currently more than 50 countries are supplied. According to International Wine and Spirits Research, Pitú thus belongs to the 20 largest spirit brand names in the world.

For the over 90 million litres that are produced each year, only sugarcane that grows in the fertile, red massapé soil in the state of Pernambuco is used. The Pitú product range has something for every taste, whereby the continuity of the blends is preserved to make Pitú unique and recognisable for consumers. For the 75-year company jubilee, the top product, Vitoriosa, was launched on the market, which already stands out with its distinctive glass bottle and the soft, smooth character that is achieved through several years of maturation in French barrique barrels.

At the World Spirits Award, there was gold for Pitú Vitoriosa.

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.