London Spirits Competition to reward spirits for how they look, taste and cost

london spirits competition

To be a real success, a spirit brand has to be bought by consumers, be it on a supermarket shelf or a restaurant or bar list. The London Spirits Competition looks to recognise, reward and help promote spirits brands that have successfully been created to identify with and target a specific spirits drinker.

For any spirit brand to earn its place on a retailer’s shelf or a restaurant’s spirits list – and then vitally to stay there – they need to be marketable and consumer driven and not just produced in the general hope it can find enough people willing to sell and buy it.

That is why the London Spirits Competition is different. It will single out and shine the spotlight on those spirits brands that consumers really want to buy and have a clear market value for trade buyers.

A competition that will judge spirits in three key areas:
1. Their drinkability.
2. Their value for money.
3. What they look like.

To be an award winner, you will need to have a top-quality spirit that offers both the trade and the consumer great value for money, and you will need to look good and truly stand out on the shelf and on the back bar.

The London Spirits Competition is not about recognising spirits that achieve the best quality scores, but you would struggle to drink more than a glass of. We want to celebrate spirits that are both enjoyable and easy to drink, spirits that are well balanced, where their acidity and alcohol levels all work seamlessly together. That’s the drinkability factor.

Value for money
You don’t need to be the cheapest spirits on the shelf to offer the best value for money. Far from it. Spirits may have a high price tag but can still offer great value providing it delivers the right quality and taste for a spirit at that price point. The London Spirits Competition will assess each spirit for how much value it is offering its customers.

Packaging and design
This is arguably the most important part of a spirits brand to get right. For, after all, what a spirits brand looks like is how every consumer chooses the spirits they want to drink: with their eyes first. Up to 65% of consumers will try a new spirit just because it looks good and if you can match that with a price and quality of spirit that offers great value for money, then you are more than half way home. The London Spirits Competition will reward those brands that show they understand their customers, and the price category they are operating in, and have produced a design and package with the right personality to attract and keep their attention.

Commercially relevant
Crucially all the winners in the London Spirits Competition will give future trade spirits buyers, be they for a supermarket, specialist spirits retailer, casual dining or upmarket restaurant, the re-assurance that these are spirits that their customers want to buy.

Cross-industry recognition
The London Spirits Competition also recognises the huge talent and skills that now exist right through the spirits supply chain. From the distillers and producers that are making the spirits through to the specialist importers and wholesalers that help bring them to market, along with the designers, packaging experts and brand development teams that ensure there is a market and customer base to sell to.

london spirits competition awards

Consumer awareness
Winners in the London Spirits Competition will receive either a Gold, Silver or Bronze award and be supported by a strong consumer awareness campaign, particularly through social media channels and spirits comparison apps, to promote this new global competition.

Competition organisers
The London Spirits Competition has been created exclusively by the Beverage Trade Network, the US drinks events, services, business and publishing group dedicated to helping drinks producers and brand owners get closer to the buyers, distributors and retailers that can bring their products to market.

It is part of a new wider London drinks awards initiative that also includes the London Wine Competition and the London Beer Competition that look to reward and highlight market driven wines and beer brands.

The process
Registration Ends: 15 February 2018
Warehouse closes for samples: 20 February 2018
Judging: 8 & 9 March, 2018
Winners announced: 30 March 2018

Fee schedule
£125: till 31 January 2018
£165: from 1 February 2018 to 10 February 2018
£185: from 11 February 2018 to 15 February 2018

London Spirits Competition registration is now open. Take advantage of the special discount before 31 January. To enter your spirits, please visit

If you would like any more information, please contact Sid Patel at or call USA +1 855 481 1112 or UK +44 0203 8580159.

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