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 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 spirit 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 spirit on the shelf to offer the best value for money. Far from it. A spirit 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 brand for how much value it is offering its customers.
Package and Design
This is arguably the most important part of a spirit brand to get right. For, after all, what a spirit 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 brand just because it looks good and if you can match that with a price and quality of brand 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.
Crucially all the winners in the London Spirits Competition will give future trade spirits buyers, be they for a supermarket, specialist retailer, casual dining or upmarket restaurant, the re-assurance that these are spirits that their customers want to buy.
Cross industry recognition
The London Spirit Competition also recognises the huge talent and skills that now exist right through the supply chain. From the distilleries and brand makers that are making the spirit; 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.
Winners in the London Spirit 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.
The London Spirit 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 Spirit Competition that looks to reward and highlight market driven consumer.