Spirits packaging must do more than look attractive. It must communicate the product clearly, support its price and positioning, appeal to its intended customer and help the spirit compete in the market.

At the London Spirits Competition, Packaging is assessed only after the blind Quality tasting and Value assessment have been completed. The original bottle, label and branding remain hidden while judges assess the spirit’s Quality and Value.

Once those scores have been submitted, the blind-tasting glasses are removed, and a complete, unopened package is brought to the table. Judges can then hold, touch and closely inspect the product before entering an individual Packaging score out of 100.

Entrants can view their separate Packaging score in their Entrant Zone after the results are released.

Packaging Is the Final Stage of Judging

The London Spirits Competition follows a structured three-stage judging process:

1. Quality: The spirit is tasted blind and receives a Quality score out of 100.
2. Value: The recommended UK retail price is revealed, and the spirit receives a Value score out of 100.
3. Packaging: A complete, unopened package is presented, and the spirit receives a Packaging score out of 100.

This sequence ensures that an impressive bottle, recognised brand, or attractive label cannot influence the blind Quality assessment.

It also allows judges to consider the Packaging in the correct commercial context. By the time the package is revealed, they already understand the spirit’s Quality, recommended UK retail price, category, origin, and intended positioning.

Quality Is Assessed Blind First

During the first stage, judges taste the spirit without seeing its producer, brand, bottle, label, Packaging or price.

They assess characteristics such as:

- Aroma and flavour
- Balance
- Structure and texture
- Complexity
- Category expression
- Alcohol integration
- Finish
- Overall drinking experience

Each judge then enters an individual Quality score out of 100.

Keeping the Packaging hidden ensures that a well-known brand, distinctive bottle or premium presentation cannot influence the assessment of the liquid itself.

Judges Then Assess Value

Once the Quality assessment has been completed, judges are shown the spirit’s recommended retail price in the UK.

They then consider whether its Quality, category expression, production method, origin and overall drinking experience justify that price.

Judges also consider normal price expectations for the spirit’s category. For example, a £50 single malt whisky may represent excellent Value, even though £50 would generally be considered a premium retail price for some other spirits categories.

Each judge enters a separate Value score out of 100.

Quality and Value Scores Are Submitted Before Packaging Is Revealed

Once the blind Quality tasting and Value assessment are complete, each judge enters their Quality and Value scores and presses Submit Score.

Those assessments are recorded before the judges see the spirit’s brand or Packaging.

This is an important part of the process. It prevents the appearance, reputation or presentation of the product from changing the judges’ Quality and Value assessments.

Only after the Quality and Value scores have been submitted does the judging move to the Packaging stage.

The Blind-Tasting Glasses Are Removed

After the Quality and Value scores have been submitted, the blind-tasting glasses and tray are removed from the judging table.

The opened bottle or container used to pour the blind samples is not used for the Packaging assessment.

Instead, the judging team brings a separate, complete and unopened package to the panel. This allows judges to see the product exactly as it would be presented to a buyer, retailer, bartender, bar manager or consumer.

The package should represent the finished product available for sale, including the original:

- Bottle, can, pouch, box or other container
- Front label
- Back label
- Closure
- Cap, cork, stopper or pourer
- Capsule or neck design
- Branding
- Product information
- Decorative finishes
- Gift box, carton or secondary Packaging, where supplied
- Complete commercial presentation

Judges Conduct a Hands-On Packaging Review

The Packaging assessment is a physical and commercial review.

Judges can stand up, pick up the package, hold it, touch it, and inspect it closely. They are not expected to assess the product only from a distance or from one side.

They can turn the package around and examine:

- The front label
- The back label
- The bottle or container
- The closure
- The shape, weight, and format
- The materials and finish
- Typography and colour
- Brand name and logo
- Category and product information
- Alcohol strength
- Origin and production information
- Any secondary Packaging
- The overall quality of execution

This hands-on process gives judges a more complete understanding of how the package looks, feels and functions in a real buying environment.

The Panel Can Discuss the Package

Judges can discuss the package before entering their individual Packaging scores.

The conversation may consider:

- Whether the brand is clear
- Whether the spirit category is immediately understandable
- Whether the front label creates enough impact
- Whether the back label communicates useful information
- Whether the design supports the recommended retail price
- Whether the package reflects the Quality of the liquid
- Whether the origin and style are communicated effectively
- Whether the product is suitable for its intended consumer
- Whether the package would compete successfully against comparable spirits
- Whether the bottle and closure are practical
- Whether the presentation feels complete and commercially ready

Every table has a designated Head Judge. The Head Judge leads the discussion, ensures the main strengths and weaknesses are considered and allows different professional viewpoints to be heard.

However, each judge still enters their own individual Packaging score.

Judges Consider the Package in a Retail-Shelf Context

Packaging is not assessed as a piece of artwork in isolation. Judges consider how it would perform in the real market.

They are asked to imagine the product on a retail shelf, back bar or ecommerce platform alongside comparable spirits.

The panel considers questions such as:

- Would the product attract attention?
- Would a consumer quickly understand what it is?
- Is the brand name easy to identify?
- Is the spirit category clear?
- Does the package communicate the product’s style, origin or key point of difference?
- Does it look appropriate for its recommended UK retail price?
- Would it stand out from competing spirits without confusing the customer?
- Does it give the consumer a reason to pick it up?
- Would the Packaging remain recognisable online?
- Would it have a strong presence on a back bar?
- Does it appear ready for presentation to a UK buyer?

Judges use their experience as buyers, retailers, importers, distributors, bartenders, bar managers and spirits professionals to assess whether the package can compete commercially.

Who Assesses the Packaging?

The same panel that assesses Quality and Value also assesses Packaging.

The London Spirits Competition is judged by professionals with direct experience in the UK spirits trade. Its judges include spirits buyers, importers, distributors, retailers, bartenders, bar managers, beverage directors, consultants and other senior industry professionals.

These judges regularly assess spirits Packaging when deciding which products to buy, import, distribute, list, recommend or serve.

They understand how presentation can affect a buyer’s first impression, a consumer’s purchase decision, a bartender’s willingness to recommend a product and a brand’s ability to stand out on a shelf or back bar.

What Does Spirits Packaging Include?

Packaging is more than the front label.

Depending on the product and format, judges may consider:

- Bottle, can, pouch or other primary container
- Front and back labels
- Brand name and logo
- Spirit category and product name
- Typography and colour
- Bottle shape, weight and colour
- Closure, cap, cork or stopper
- Capsule or neck design
- Embossing, foiling and other finishes
- Alcohol strength and volume
- Origin and production information
- Product-information hierarchy
- Gift box, carton, tube or other secondary Packaging
- Overall presentation
- Suitability for the intended customer
- Suitability for the intended sales channel

Alternative formats are assessed according to their purpose, category and target market. A canned cocktail, pouch, miniature or ready-to-drink spirit product is not expected to imitate a traditional 700ml spirits bottle.

Judges consider how successfully each package performs the commercial role it is intended to fulfil.

What Do Judges Consider When Awarding the Packaging Score?

Immediate visual impact

Packaging often creates the first interaction between a spirit and a potential buyer or consumer.

Judges consider whether the product has enough visual impact to attract attention in an appropriate retail, hospitality, back-bar or online environment.

Visual impact does not require excessive decoration. A minimalist package can receive a strong score when it is distinctive, confident and appropriate for the spirit.

Brand clarity

Judges assess whether the brand name and identity are clear and easy to recognise.

They consider:

- Is the brand name easy to find and read?
- Is the producer clearly identified?
- Is the visual hierarchy understandable?
- Does the design create a recognisable identity?
- Could the brand remain consistent across a wider product range?
- Would a consumer remember the product after seeing it?

Strong Packaging helps buyers and consumers understand and remember the brand.

Communication of the spirit

The package should communicate the essential information a buyer or consumer needs.

Depending on the product, this may include:

- Spirit category
- Product style or flavour
- Country or region of origin
- Age statement, where relevant
- Alcohol strength
- Production or maturation information
- Key ingredients or botanicals
- Producer
- Relevant serving information

Not every spirit needs to communicate in the same way. A traditional single malt whisky may place greater emphasis on origin, age and maturation, while a contemporary gin may lead with botanicals, flavour or occasion.

The important question is whether the communication is clear and appropriate for the intended customer.

Category clarity

Consumers should be able to understand what type of spirit they are considering.

Judges assess whether the package clearly communicates whether the product is a gin, whisky, vodka, rum, tequila, brandy, liqueur, ready-to-drink product or another spirits category.

A creative brand identity should not make the product unnecessarily difficult to understand. If consumers cannot quickly identify the category or style, the Packaging may create confusion at the point of purchase.

Relevance to the target consumer

Judges consider who the spirit appears to be designed for and whether its Packaging will connect with that audience.

A premium whisky collector, an everyday gin buyer, a bartender, a consumer purchasing a gift and someone selecting a ready-to-drink product may respond to different visual and practical cues.

The design, language, format and overall presentation should support a clear target market.

Alignment with Quality

Because judges have already tasted the spirit, they can consider whether the Packaging accurately represents the Quality of the liquid.

A high-quality spirit may be disadvantaged if its Packaging makes it appear inexpensive, unclear or poorly finished.

Conversely, highly premium Packaging may create expectations that the liquid itself does not fulfil.

The strongest Packaging creates an honest and convincing expression of the spirit inside.

Alignment with price

The judges also know the spirit’s recommended UK retail price before assessing its Packaging.

They consider whether the complete presentation supports that price.

An accessible spirit does not need to look like a luxury release, but it should still appear professional, appealing and competitive within its price range.

A premium spirit must create sufficient perceived Value, credibility and Quality to justify its positioning.

Packaging can receive a strong score at any price level when it presents the product successfully within its intended market.

Origin, provenance and production story

For many spirits, origin and production method are important parts of the product’s identity.

Judges consider whether the Packaging communicates relevant information such as:

- Country or region of origin
- Distillery or producer
- Raw materials
- Production method
- Age or maturation
- Cask type
- Botanicals or flavour ingredients
- Heritage or brand story

This information should support the product rather than overwhelm the consumer or make essential details difficult to find.

Front-label effectiveness

The front label must make the product easy to notice and understand.

Judges consider whether the most important information is given sufficient priority and whether the branding, typography, colours and layout work together.

They also consider how the front label would appear when surrounded by competing spirits on a shelf or displayed on a back bar.

Back-label effectiveness

The back label provides an opportunity to communicate additional information and help the consumer make a purchase decision.

Judges may consider whether it:

- Explains the spirit clearly
- Communicates its origin or production story
- Provides useful flavour or serving information
- Supports the brand’s positioning
- Is easy to read
- Avoids unnecessary or confusing copy
- Complements the front label
- Provides relevant legal and product information clearly

The front and back labels should work together as one complete presentation.

Shelf and back-bar presence

Spirits are often displayed in more than one commercial environment.

Judges consider whether the bottle will have enough distinction to stand out on a retail shelf and enough presence to remain visible and recognisable on a back bar.

A bottle viewed from several metres away may need clear branding, a recognisable silhouette or effective use of colour. Bartenders should also be able to identify and handle it easily during service.

Digital presence

Spirits are increasingly discovered and purchased online.

Judges consider whether the package remains recognisable when reduced to a smaller image on an ecommerce site, digital marketplace or mobile screen.

Clear branding, strong contrast and an understandable visual hierarchy can help the product perform effectively in digital environments.

Functionality

Packaging must work as a physical product.

Depending on the format, judges may consider whether it appears practical to:

- Handle
- Store
- Open
- Pour
- Reseal
- Serve
- Transport
- Display on a shelf
- Use efficiently behind a bar

A bottle may look impressive but still be difficult to hold, pour or store. A closure may appear premium but fail to support convenient use.

For ready-to-drink and alternative formats, portability, opening, convenience and suitability for the intended occasion may be particularly important.

Bottle and closure

The bottle and closure form an important part of the complete Packaging experience.

Judges consider whether the bottle shape, weight, materials and closure feel appropriate for the category, price and intended use.

A premium closure may support a higher-priced spirit, but it must work properly. An unusual bottle shape may create distinction, but it should not make the product difficult to store, display, handle or pour.

Effectiveness is more important than novelty alone.

Distinctiveness

Judges consider whether the package has a recognisable point of difference.

Distinctiveness does not mean being unusual for its own sake. It means giving buyers and consumers a clear reason to notice and remember the product.

This may be achieved through:

- Strong brand identity
- Original illustration or typography
- Effective use of colour
- A distinctive bottle or format
- Clear category or origin cues
- A memorable story
- Confident minimalist presentation
- An effective closure or secondary package

The design should stand out while remaining relevant to the spirit and its target market.

Overall commercial readiness

Finally, judges consider the package as a complete commercial proposition.

Does it appear ready to present to a UK buyer? Would it compete effectively within its category? Does it communicate what the spirit is, who it is for and why someone should choose it?

This overall assessment brings together visual appeal, clarity, functionality, positioning, and market relevance.

Expensive Packaging Does Not Automatically Receive a Higher Score

The Packaging score is not based on how much the producer spent.

Heavy glass, elaborate decoration, embossing, extensive foiling, custom closures or presentation boxes do not automatically produce a strong score.

These features can support a premium spirit when used effectively, but they may also feel excessive, impractical or disconnected from the liquid.

Similarly, a simple and cost-effective package can receive an excellent score when it is clear, distinctive and appropriate for its target consumer.

Judges assess effectiveness rather than production cost.

The central question is:

Does this package help the spirit communicate, compete and sell at its intended price?

Alternative Formats Are Assessed in Their Own Context

Spirits Packaging continues to evolve beyond the traditional glass bottle.

Formats may include:

- Cans
- Pouches
- Miniatures
- Single-serve bottles
- Ready-to-drink containers
- Lightweight bottles
- Cartons
- Refillable formats
- Other alternative containers

Judges do not expect every format to follow the same design conventions.

They consider the product’s intended occasion, consumer, sales channel, convenience and price.

A canned cocktail intended for outdoor events, travel or casual consumption should be assessed according to that purpose. A miniature intended for gifting, sampling or hospitality service should be considered within its own commercial context.

The format itself is not treated as a weakness. What matters is how successfully the Packaging performs its intended role.

Sustainability and Material Choices

Judges may also consider whether the Packaging uses materials and formats that are appropriate for the product and current market expectations.

An excessively heavy bottle or unnecessary secondary Packaging may create practical or environmental concerns. Lightweight glass, recycled materials and more efficient formats may support a positive commercial proposition when they are executed well.

Sustainable Packaging does not automatically receive a higher score, just as heavy or elaborate Packaging does not automatically receive a lower one.

Judges consider whether the material choices are credible, functional, and consistent with the brand’s positioning.

Each Judge Enters an Individual Packaging Score

After physically reviewing and discussing the package, every judge enters an individual Packaging score out of 100.

The judges do not have to enter the same number. Each judge can record a different score based on their own professional assessment.

For example, one judge may place greater emphasis on shelf and back-bar impact, while another may focus more closely on category clarity, target-consumer relevance, functionality, or alignment with the recommended retail price.

The discussion helps ensure that the panel considers the complete package, but it does not require all judges to submit an identical score.

The Final Packaging Score Is an Average

Once all individual Packaging scores have been entered, they are combined to calculate the final Packaging score.

Final Packaging Score = Total of all judges’ Packaging scores ÷ Number of judges

For example, if four judges enter Packaging scores of:

- Judge 1: 88
- Judge 2: 90
- Judge 3: 86
- Judge 4: 88

The final Packaging score would be:

(88 + 90 + 86 + 88) ÷ 4 = 88

This average becomes the spirit’s final Packaging score and is used in the calculation of its overall competition score.

Entrants can view this separate Packaging score in their Entrant Zone after the results are released.

How Packaging Contributes to the Overall Final Score

The London Spirits Competition gives Quality twice the weight of Value and Packaging.

The overall final score is calculated using the following formula:

Final Score = (Quality Score × 2 + Value Score + Packaging Score) ÷ 4

This means:

- Quality accounts for 50% of the overall final score
- Value accounts for 25% of the overall final score
- Packaging accounts for 25% of the overall final score

For example, if a spirit receives:

- Quality Score: 90
- Value Score: 88
- Packaging Score: 86

The overall final score would be:

(90 × 2 + 88 + 86) ÷ 4 = 88.5

This weighting ensures that Quality remains the foundation of the result while recognising that Packaging plays a significant role in commercial success.

A spirit cannot succeed through Packaging alone. However, a package that communicates poorly or does not support the spirit’s Quality, price and positioning can reduce the overall final score.

Image caption: Screenshot of the detailed score breakdown available under “My Results” in the Entrant Zone. Entrants can see how each spirit performed across Quality, Value and Packaging, together with its Final Score and Award.

What the Packaging Score Tells Entrants

The separate Packaging score helps producers understand how experienced UK spirits professionals view the commercial presentation of their product.

A strong Quality score combined with a lower Packaging score may suggest that the liquid is outperforming the way it is presented.

This may indicate opportunities to review:

- Brand clarity
- Category communication
- Label hierarchy
- Shelf and back-bar impact
- Digital visibility
- Front- and back-label communication
- Target-consumer relevance
- Alignment between Packaging and price
- Bottle and closure functionality
- Format and materials
- Overall market positioning

A strong Packaging score suggests that the product presents its identity, quality, and commercial proposition effectively.

From the 2027 competition, entrants will also receive expanded feedback designed to help them understand how their spirits can be improved and how they can be marketed and sold more effectively.

[[relatedPurchasesItems-67]]

Packaging as Part of the Complete Spirits Proposition

A commercially successful spirit must perform in the glass, at its price and through its presentation.

The London Spirits Competition keeps the package hidden during the blind Quality tasting. Judges then assess Value using the recommended UK retail price and submit their Quality and Value scores.

Only after those scores have been submitted are the blind-tasting glasses removed and a complete, unopened package brought to the table.

Judges can stand, hold, touch, turn, and closely inspect the package. They review the front, back, closure, bottle, and complete presentation, discuss how it would perform on a retail shelf, behind a bar, and online, and enter their own individual Packaging scores.

Those individual scores are then averaged to produce the final Packaging score.

Packaging accounts for 25% of the spirit’s overall final result and provides entrants with a separate commercial assessment of how effectively their product is presented.

The final question for every package is:

Does this presentation give the spirit the best possible opportunity to be noticed, understood, selected and purchased?

Also Read:
How London Spirits Competition Judging Really Happens: Quality, Value and Packaging Explained
How Judges Assess Quality at the London Spirits Competition
How Judges Assess Value at the London Spirits Competition