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Sash & Fritz – German vodka with a Russian soul

The ‘maker behind the brand’ is the well-known sommelier and wine merchant Peter Steger. During his more than 25 year-long career, he became interested in spirits and discovered his love of vodka – and so he formed the idea of creating an exclusive German vodka brand. Sash & Fritz combines Russian tradition with German precision and perfection. Only the best, carefully selected ingredients, such as 100% German wheat and clear spring water from the German Ore Mountains, are used in an elaborate production process (5 careful distillations and 5 gentle filterings) to create a manufactured vodka of the highest quality. The special, high quality flint glass bottle is particularly transparent and translucent, and was exclusively designed for the company.

The story behind the name: Sash stands for Alexander I Pavlovich Romanov, Emperor of Russia from 1801 to 1825, and Fritz for Frederick William III, King of Prussia from 1797. Theirs was a heartfelt friendship that lasted all their lives and went beyond the family relationship that existed between the Romanov and Hohenzollern families. The Russian Alexandrowka colony in Potsdam, which still exists today, dates back to the 1826 edict by King ‘Fritz’ on which it was founded in remembrance of his friend ‘Sash’ who had died a year before.

The concept bore fruit: the German vodka was awarded gold by the jury at the World Spirits Award.

St. Kilian Distillers: Whisky made in Germany following Scottish tradition

Born from the idea of creating the largest whisky distillery in Germany, the owner Andreas Thümmler, the whisky legend David F. Hynes from Dublin and the master distiller Mario Rudolf started converting their plan into reality in 2012. Four years later, their dream was established in Rüdenau near Miltenberg am Main, based on the Scottish model, and within a short time the little village had developed into the centre of German whisky. A willingness to experiment is a top priority. Alongside a wide variety of malts, it also comprises way more than 390 different sizes and types of barrels, where whisky can mature under ideal conditions near the distillery – amid the pristine nature of the Odenwald forest in former NATO bunkers. At St. Kilian, craftsmanship and tradition meet technology and innovation. On Saint Patrick’s Day in 2016, the first distillate for barrel number 1 was created in Scottish washbacks and two 6,000 litre Forsyths copper pot stills from Speyside, helped along with German engineering skills. At the end of 2020, they succeeded in what was no doubt the most successful whisky launch in Germany: the combination of single malt whisky made in Germany with the cult figure Bud Spencer on the label. One year later, two whiskies followed with Spencer’s film partner Terence Hill. In 2021, the first heavy metal edition, ‘Tunes of War’, paid tribute to the German band ‘Grave Digger’, followed by further single malt whiskies and a cooperation with the British band ‘Judas Priest’: single malt whiskies and editions produced with ultra heavily peated barley malt bottled in a 0.7-litre bottle. Since the end of 2022, the core product range comprises two single malt whiskies: ‘CLASSIC – Mild & Fruity’ and ‘PEATED – Rich & Smoky’ made of 100% barley malt from Germany and the Scottish Highlands. Premium liqueurs are also produced in Rüdenau, and range from fruity-fresh and creamy-sweet to gently spicy and smoky-peaty varieties. The liqueurs are bottled in elegant, matte black 500 ml pot still glass bottles.

The World Class Distillery 2025 received Double Gold for St. Kilian Peated Rich & Smoky (Spirit of the Year & Award 2025), Terence Hill The Hero and Celtic Castle 2024, Gold for Bud Spencer The Legend, Judas Priest Invincible Shield, Judas Priest British Steel, Banana Joe Cream Liqueur, St. Kilian Classic Mild & Fruity, Terence Hill Voll auf die Nuss (hazelnut liqueur), Johnny Firpo Homemade Ein Klitze Pistazie (pistachio liqueur), Advocaat Egg Liqueur and Bud Spencer Distilled Dry Gin, and Silver for Signature Edition Fourteen.

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.