The London Spirits Competition looks to recognize, reward, and help promote spirits brands that have successfully been created to identify with and target a specific spirits drinker. For any spirits 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 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 Quality.

2. Their value for money.

3. What they look like.

To be an award winner you will need to have top-quality spirits, that offer 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.

Quality

Quality will be assessed based on how agreeable the beverage is to its target customer and chemical analysis. Measure quality considering the following characteristics of the beverage: Appearance, Aroma, Body, Taste, and Aftertaste.

Value for money

The objective is to understand how well a particular spirit is priced and what value it offers, the greater the quality offered for the price, the greater the value score will be.

Package

Creative design, label quality, label details, back-bar appeal, store shelf appeal, and functionality (including shape, size, weight, and ease of pouring) should be considered.

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 reassurance that these are spirits that their customers want to buy.

Cross-industry recognition

The London Spirits Competition also recognizes 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.

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, a global drinks event, 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. Winners will also be promoted on Beverage Trade Network's London media asset 'London Drinks Guide'