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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’.

Babco Europe Limited – A guarantee for distinct branded products

Babco is an international brand company with its headquarters in Dublin, and owns the intellectual property rights to a range of premium brands based on the company’s own recipes. “We create brands which attract the attention of consumers through their distinct character”, says Mark Wilson, CEO and co-founder of Babco Europe. Babco is committed to the ongoing improvement of its branding. An extensive expertise in ‘hand-crafted flavours’ forms the basis for a growing portfolio of exceptional brands which are bold and striking in design and communication. A prime example are the imaginative, fruity products sold under the umbrella brand, ‘Mickey Finn’.

Comprehensive marketing activities and public relations add considerable support to sales success. In the core strategic markets, national companies have been set up to deal with marketing and sales. “We respect our suppliers, sales and retail partners, and place a great deal of importance on long-term, sustainable partnerships. This way of working defines our brands and has laid the foundation for a strong development across the value added chain. An ever increasing list of awards and prizes is the best proof of our tireless commitment.”

At the World Spirits Award, the herb liqueur AGWA Diablo was awarded gold.

Grenzwald-Destillation – Authenticity from the Ore Mountains

This small, family-run company in the German Ore Mountains specialises in herb liqueurs, herb spirits, fruit liqueurs and spirits. The history of the company dates back to 1882 when Emil Möckel purchased the head office building and opened a ‘manufactory of liqueurs and brandies’ as well as a wine merchant’s. On 20 October 1933, Otto Ficker (grandfather of the current director) acquired the shop and plot land. Despite many difficulties, the company continued to operate on a small scale until the fall of the Berlin Wall when Fritz Ficker and his son Peter started out afresh. Today they are proud of their successful “Craft Distillery for three generations”.

“In our company, we macerate, percolate and distil herbs, roots, fruits and blossoms following old traditions in copper vats. Over the last few years, our bottling and distillery plants have been modernised. This enables us to offer unusual products, especially for the catering industry. Our products have been given a new design and the product range has also been expanded. The schnapps museum at our headquarters demonstrates the historic production process. The atmosphere of this real herb distillation followed by a tasting session is a truly special experience.” Natural raw materials and the purest distillates guarantee top quality across the wide product range, which now comprises more than 40 high-quality products for the retail trade and catering sector.

At the World Spirits Award, there was gold for Schwarzer Johannisbeer-Likör (blackcurrant liqueur) and Edel Destille Dry Gin No. I, and silver for Ingwer-Himbeer Spirituose (ginger raspberry spirit).