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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.

Schwarze & Schlichte – Brand personalities from Westphalia

The family business Schwarze & Schlichte from Westphalia has been representing the highest quality spirits for the last 345 years with a distinct range of national specialities, regional traditional brands and successful international innovations. This top quality is based on a distilling tradition acquired over centuries which has been passed down over twelve generations. Even today, distilling and maceration still take place at the company’s own distillery where plenty of time and skill are invested. The selection and processing of the best raw materials and continuous control of the production process ensure a consistently high quality. One factor for success is the ongoing brand management in accordance with the specific requirements of the various brand personalities.

Three Sixty Vodka is one of the purest and mildest vodkas in the world. A fourfold distillation process ensures tangible softness and exceptional clarity while the purity of the vodka is all down to the time-consuming “Diamond Filtration” process: the finest filters are used, set with crystals like diamond dust, to remove even the smallest of suspended particles from the distillate. Even the packaging is unique: the facet-cut bottle of pure white shiny glass sets off this premium vodka to perfection. A black velvet label completes the sophisticated design.

The Grappa Bianca from Scavi & Ray is characterised by its full-bodied balanced flavour with powerful and intense aromas of marc. This crystal-clear brandy is soft and deliciously balanced thanks to the exquisite skill of the master distillery. The intense and fruity aroma is reminiscent of the sun-soaked vineyards in Italy.

Both products received a silver medal at the World-Spirits.

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.

Brennerei Ehringhausen: 700 years of tradition

The history of the Ehringhausen farm begins in 1237, at that time known as Haus Edrinchhausen. The traditional name, Erich, became the name of the farm, as well as the family’s surname and the name of the products. The Korn (grain distillate) distillery was founded in 1962. 30 years later an exceptional and, for its time ground-breaking, idea was born: to produce spirits organically, with spelt instead of wheat. In 2012, the siblings Theres and Georg Glitz-Ehringhausen took over their parents’ distillery and continued their handicraft in the third generation, creatively and in close contact with nature.

“For us, Korn is more than just a regional speciality. Korn is our inspiration! We look for the best organic ingredients and new recipes with unusual flavours with a Korn distillate base. We want to contribute to the production of high-quality, regional products and to give versatile Korn a new lease on life.”

The new wooden barrel collection has been named after their great-great-grandfather. Known for his extravagant ways and good taste, his nickname was ‘the little Lord’. Around 130 years ago, he was the first farmer in Ehringhausen to cultivate spelt and also planted an oak forest. The great-great-uncle’s herbarium became the source for aroma experiments that resulted in five gins. The base is a mild Korn distillate made from regional organic wheat.

At the World Spirits Award, there was gold for Der Kleine Lord N° 6, Rye Whisky N° 2, Jos. Garden Dry Gin Blutorange (blood orange), Jos. Garden Red – Bitter Spritz Aperitif Liqueur, Classic Ladies Orangen Eier Crème (orange egg cream liqueur) and Classic Ladies Eier Creme Likör (egg cream liqueur), and silver for Dinkelkorn holzfassgelagert (spelt distillate matured in a wooden cask), Brennerei Ehringhausen Zitronengeist (lemon spirit) and Brennerei Ehringhausen Orangengeist (orange spirit