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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.

Sash & Fritz – German vodka with a Russian soul

The ‘maker behind the brand’ is the well-known sommelier and wine merchant Peter Steger. During his more than 25 year-long career, he became interested in spirits and discovered his love of vodka – and so he formed the idea of creating an exclusive German vodka brand. Sash & Fritz combines Russian tradition with German precision and perfection. Only the best, carefully selected ingredients, such as 100% German wheat and clear spring water from the German Ore Mountains, are used in an elaborate production process (5 careful distillations and 5 gentle filterings) to create a manufactured vodka of the highest quality. The special, high quality flint glass bottle is particularly transparent and translucent, and was exclusively designed for the company.

The story behind the name: Sash stands for Alexander I Pavlovich Romanov, Emperor of Russia from 1801 to 1825, and Fritz for Frederick William III, King of Prussia from 1797. Theirs was a heartfelt friendship that lasted all their lives and went beyond the family relationship that existed between the Romanov and Hohenzollern families. The Russian Alexandrowka colony in Potsdam, which still exists today, dates back to the 1826 edict by King ‘Fritz’ on which it was founded in remembrance of his friend ‘Sash’ who had died a year before.

The concept bore fruit: the German vodka was awarded gold by the jury at the World Spirits Award.

Asbach: Together is best

This specialist spirit from Rüdesheim am Rhein has been successful for more than 125 years thanks to its strict philosophy about its brand and its quality. The proof is reflected in its 87% brand recognition and being distinguished as ‘Brand of the Century’. Extraordinary quality is guaranteed by an elaborate distillation method and lengthy storage of the distillates in Limousin oak in a unique cask store: over 20,000 casks contain more than 120 valuable brandies which are up to 65 years old. Asbach specialities are composed of up to 20 individual distillates of different ages.

The company dates back to 1892 when Hugo Asbach turned his back on his adopted homeland of France and fulfilled his dream of setting up his own company in Rüdesheim. He used his knowledge to create a product which was on a par with French cognac, yet at the same time paid special attention to German tastes. The product range has been extended several times during the company’s history. Since 2021, the Asbach brand has been using its well-known, traditional logo, but has kept the modern version of the labels from the year 2019.

The World Class Distillery 2022 received gold for Asbach Original aged 3 years, Asbach matured for 8 years, Asbach Selection 21 years and Asbach Uralt. Silver was awarded to Asbach matured for 15 years.