From 400 D-Mark starting capital to an international brand group
Andreas W. Herb founded P.O.S. Marketing + Vertrieb GmbH in Paderborn in October 1993 — with, according to his own statements, 400 D-Mark in his pocket and the clear goal of bringing international beverage brands into the German catering industry. Peter Jürgens joined as a partner in 1994, followed in 1995 by a long-term distribution and marketing cooperation with the Miller Brewing Company, which gave the company its current name suffix in 1998: Miller Brands Germany GmbH, or MBG for short. Herb and Jürgens kept the abbreviation even after the realignment. In 2003, they bought back the company shares previously held by the Warsteiner Brewery via a management buy-out, and in 2010 they also replaced the Krombacher stake. Since 2005, the company has operated as MBG International Premium Brands GmbH — and has been entirely owned by the two founders ever since.
What began as a regional scene beverage distribution company is now a group with over 250 employees and an annual turnover of more than 200 million euros, distributed across proprietary brands, licensed brands, and international distribution rights.
Developing brands instead of selling products
MBG does not see itself as a classic trader, but as a brand developer and owner. The decisive shift came around the year 2000: From then on, Herb increasingly shifted the focus from pure third-party distribution to building his own brands. Salitos was the first major breakthrough — MBG took over the Salitos Brewing Company in 2000 and established the tequila-flavored beer concept on the German market. Other proprietary brands followed in various categories: from sparkling wine (Scavi & Ray) to energy drinks (effect) to premium spirits.
The brand work follows a consistent pattern: global sources of inspiration, concrete craftsmanship, and a clear target audience. With 9 Mile Vodka, for example, the idea was born on a road trip through Utah, USA — the Nine Mile Canyon gave the brand its name and its bottle its shape: a satinized granite structure that is reminiscent of the canyon's rock formations. The vodka itself is distilled multiple times and then filtered through granite stones, which gives it its distinct purity. The bottle design is not an accessory, but part of the product concept.
A portfolio between Mexico, the Caribbean, and Germany
Today's MBG range spans a wide arc: Salitos Tequila Gold and Silver stand for Mexican agave tradition, Crystal Head Vodka for the Canadian premium class, Haynes Rum for Caribbean character. The spirits portfolio is supplemented by proprietary gin lines like Sears as well as liqueur brands like Il Santo. In total, the MBG Group markets around 500 products under its own and licensed brands — in Germany via food retail, specialist retail, and the catering industry, and internationally in more than 20 countries.
What connects the brands is less a uniform style code than a common conviction: drinks should tell a story that goes beyond the label. Whether Mexican agave, Caribbean rum, or multi-granite-filtered vodka from Germany — MBG relies on the fact that origin, recipe, and packaging form a coherent unit.
