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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.

Edward Snell – Whisky from South Africa

Edward Snell founded a trading company in Durban in 1848, from which the oldest spirit company in South Africa developed over 160 years. Following an eventful history, the company is now once again in the hands of the family. Besides their own brands they also sell numerous local and international drink brands, mostly in various markets in Africa and the Middle East.

The wide range of products includes whisky, brandy, vodka, rum, gin, tequila and cognac. One outstanding label is Firstwatch Whisky with its new look, a striking, square bottle design. Consumer demand for a whisky with an American taste profile has been perfected over time and is presented today as a balanced blend of the finest imported rye and grain. Whether pure, on the rocks or mixed – its diversity makes it popular with many different target groups and successful in one of the largest spirit segments in South Africa.

At the World Spirits Award, there was gold for Firstwatch Whisky.

Aumaxum: Fruity variety produced in Hungary

“It’s more than just a brandy. I see it as my mission to present and promote a culture of quality consumption,” says Anita Zámbó, managing director of Aumaxum, where spirits are produced under the brand name Gong. The family business is located in the town of Deszk near Szeged. In 2017, following more than 20 years’ work in public administration of the district, she founded the distillery together with her husband. “It was a great change and challenge. I want to show that I can survive as a businesswoman! Feedback is important to us, which is why we like to take part in competitions,” she says.

When purchasing raw materials it is important that the fruit comes from the region, so that the local character of the products is reinforced. The fruit comes from their own orchards, gardens and woodland, and also from small farms in the surrounding area. Currently about 20 brandies are produced, including specialities from berries and wild fruits. But special attention is also paid to the distillates made from grapes and grape pomace from Tokaj. Visitors can follow the distilling process in the open distillery, and professional tastings and team-building events for companies with specially prepared dishes are also organised.

The First Class Distillery received gold for Hárslevel?u szo?lo? pálinka, Zéta szo?lo? pálinka and Gong Hunor Gin, and silver for Birs pálinka, Vadcseresznye pálinka, Cserszegi f?uszeres szo?lo? pálinka, Furmint szo?lo? pálinka, Aszúsepr?u párlat, Gong Gin 21 and Muskotály szo?lo? pálinka.

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.