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MBG International Premium Brands – Brands with added value

“We Love Liquids.” This slogan has accompanied MBG on its worldwide path of success since it was founded in 1993 under the name P.O.S. Marketing + Vertrieb GmbH: Strong brands have been established around the world in nearly 60 countries, with innovative own brands, renowned retail brands, great ideas and a lot of energy. With over 250 employees, the MBG Group currently generates over € 200 million and, every year, more than a million hectolitres are produced. The portfolio in Germany includes 12 own brands and 6 retail brands (from non-alcoholic drinks to low proof drinks to wines & spirits) for 90,000 customers.

“Our recipe for successful brands is the mixture of passion, conviction and knowledge of the market. If all goes well, names and products become new worlds which consumers love. Success is not always predictable, which means that courage is needed above all. The right moment has to be found and hard work put in, just like with a hit single: some are one hit wonders while others become classics.” Little can be added to this definition from Managing Director Andreas W. Herb. From the MBG Group headquarters in Paderborn, a great deal of expertise makes successful brands, tailored to the respective target group and the market segment. Many brands that are well known on shop shelves and in the gastronomy sector have played a role in the history of the company.

Participation in the World Spirits Award yielded gold for Dos Mas Nasty Nuts Shot.

Aromahopping: Botanical spirit from the Odenwald forest

The “Inge & der Honigbär” gin brand is produced by Aromahopping GmbH in Mosbach (Baden-Württemberg). Behind the concept is trained chef Eric Kletti, who has been working in the region since 2017 and develops his distillates according to culinary principles. The recipes are based on combinations of flavours familiar to the kitchen. The range currently comprises nine London Dry Gin varieties, which are produced in small batches. The products are numbered.

The foundation is a grain-based alcohol in combination with spring water. Characteristic to these distillates are unusual blends of botanicals, including mandarin and rosemary, vanilla and cherry or tomato and lemon. The botanicals are handpicked and undergo sensory testing before processing. After several days of maceration, they are processed in its own small distillery. The distillates are then matured in steel tanks before being bottled at 43% alcohol by volume. Around 120 bottles are produced per batch. Labelling and packaging are also done by hand. Sale is through specialist retailers, restaurants, catering businesses and hotels, as well as selected retail partners in Germany, Austria and Switzerland. Tasting boxes and limited special editions are also available.

At the World Spirits Award, Silver was awarded to Inge & der Honigbär Gin NO. 03 – Amalfi lemon, Inge & der Honigbär Gin NO. 04 – sage blossom & orange, Inge & der Honigbär Gin NO. 05 – mandarin & rosemary, Inge & der Honigbär Gin NO. 06 – vanilla & cherry, Inge & der Honigbär Gin NO. 07 – Kaffir lime & cinnamon and Inge & der Honigbär Gin NO. 09 – tomato & lemon.

Prodal'94 – Strong brands from Romania

Founded nearly 15 years ago, Prodal is now one of the largest producers of alcoholic drinks in Romania. Two stars from the product range – and market leaders in each of their categories – are the Wembley Dry Gin and Stalinskaya Vodka. The distinctive bottle and label designs come from the internationally recognised London company Claessens, a specialist on the international drinks market. At the World Spirits Award, the gin rated excellent, with double gold (Spirit of the Year 2014). The vodka received a gold medal.

The name Stalinskaya comes from the Russian word ‘stal’, which can be translated as ‘hard as steel’. Following an old Russian recipe, the vodka is produced with the most modern technology, the base ingredient is premium alcohol from the best grain. Stalinskaya came on the market in 1996 and grew constantly, today it is the number one with about 40% market share. The brand’s central motto, ‘For the strong’, is a central theme through all the advertising campaigns, whether print, film or video. Lots of ice and snow, a large dose of the male spirit for adventure, and always with a friend at their side – this also describes Stalinskaya: pure and authentic, and of the best quality.

The Wembley London Dry Gin came on the market in 2001 and became market leader in only eight months. It is still the most popular gin in Romania. Based on a traditional English recipe, distilled with the latest technology, it is ‘very British’. The name Wembley also evokes a district with history, and strong links to the concepts of entertainment and happiness. Londoners’ penchant for traditional values is underlined by the label design with the symbol of the British crown.