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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.

HeHo Distilling: The spirit of excellence

Born out of a moment of inspiration and with the idea of developing a modern aperitif, TIRÉH was created; a ‘handmade symphony of first-class vermouth and fine fruit brandies’. The golden colour and harmonious texture based on thirteen specially selected botanicals are the result of purely natural ingredients, without additives or colourants. The spirit originates in the southern part of the German Wine Route, where great importance is attached to the use of regional raw materials during production. The cuvée for the vermouth comes from vineyards in the Palatinate, a blend of Müller-Thurgau, Kerner and Scheurebe, matured in neutral wooden barrels. The botanicals include wormwood, hibiscus, lemongrass, chicory roots, rose petals and blackberry leaves. Having finalised the recipe, the first bottling in high-quality bottles followed in 2022. TIRÉH is best enjoyed neat on ice, as a spritz or with tonic water.

As part of the collaborative RETHINK MARKET ENTRY! project, TIRÉH Premium Aperitif emerged under the direction of Timo Holtappels, co-founder of the company, and René Heß, co-founder and lecturer at the Brand University of Applied Sciences in Hamburg. Strategies were developed for the market launch in Germany, from which they derived recommendations and concrete steps for further marketing activity. In other words, the modern approach matches the modern product. More on the various ideas and recipes can be found at https://tireh-aperitif.com.

TIRÉH Premium Aperitif won silver at the World Spirits Award.

Horvath’s Spezereyen Kontor: Enjoying goodness

Horvath’s Spezereyen Kontor und Lebensmittelproduktion GmbH is an Austrian family business based in Deutsch-Wagram, north-east of Vienna. Its extensive range boasts over 300 different products, such as spirits, food and culinary gifts both for export to third countries (USA, China) and for the European market. In Austria, the company is known especially for classic and creative liqueur specialities. The secret is the combination of fruit juice with milk and cream, resulting in especially creamy and fruity liqueurs. Classics include the Gänserndorf egg cream liqueur, hazelnut cream liqueur or marzipan liqueur, while special creations are also on offer, from strawberry-vanilla to peppermint cream. The selection of spirits includes fruit and cream liqueurs, brandies and schnapps, bitters and absinthe. Vodka made from potatoes (Vodka Kartoff, Vodka Monopolowa) is exported to the USA, Poland (J.A. Baczewski Vodka), Italy, France and Ukraine. Liqueur specialities go to Shanghai, among other places.
70% is destined for export, and Horvath’s is appreciated worldwide for its quality and good value for money. In addition to the retail trade, the company also supplies the restaurant and catering industry and has established itself as a solid partner in the beverage sector.

The World Class Distillery 2025 & Distillery of the Year 2025 – Gold & World Spirits Award (Bitters & Liqueurs) received Double Gold for Wiener Brise Peppermint Liqueur and Gänserndorfer Limoncello Cream Liqueur (Spirit of the Year 2025), Gold for Gänserndorfer Hazelnut Cream Liqueur and Gänserndorfer Egg Cream Liqueur, and Bronze for Horvath’s Zirberl (arolla pine).