A commercially successful spirit must perform in three connected ways. It must be good in the glass, deliver the right experience for its price and present itself effectively to buyers and consumers.

That is why the London Spirits Competition evaluates every spirit on three separate criteria:

- Quality: How good is the spirit in the glass?
- Value: Does the spirit justify its recommended retail price?
- Packaging: Will the complete package communicate, compete and sell effectively?

These assessments are completed in a deliberate sequence. Quality is judged first and completely blind. The recommended UK retail price is then revealed so judges can assess Value. Only after the Quality and Value scores have been submitted is the complete retail package brought to the judging table.

This protects the independence of each assessment while giving entrants a commercially relevant view of how their spirit may perform in the UK market.

Who Judges the Spirits?

The London Spirits Competition is judged by professionals with direct experience in the UK spirits trade.

Judging panels include:

- Spirits buyers
- Importers
- Distributors
- Retail professionals
- Bartenders
- Bar managers
- Beverage directors
- Spirits consultants
- Other senior spirits industry professionals

These judges regularly taste, select, purchase, import, distribute, list, recommend and serve spirits. They understand spirits from technical, consumer and commercial perspectives.

Each panel also has a designated Head Judge who guides the discussion, ensures different opinions are considered and helps maintain consistency across the assessment.

The Three-Stage Judging Process

The London Spirits Competition follows this order:

Stage 1: Quality
The spirit is served blind, without its brand, producer, price, bottle, label or Packaging being revealed.

Stage 2: Value
After the Quality score has been submitted, judges are shown the spirit’s recommended UK retail price. The spirit remains blind during the Value assessment.

Stage 3: Packaging
After the Quality and Value scores have been submitted, the blind-tasting glasses are removed and a complete, unopened retail package is presented to the panel.

This sequence ensures that reputation, price and presentation cannot influence the initial assessment of the spirit in the glass.

Stage 1: How Quality Is Judged

Quality is always assessed first.

Judges receive the spirit in a tasting glass without seeing its original bottle, label, brand or Packaging. They also do not know its price at this stage.

However, they receive enough technical information to assess it in the correct context. Depending on the spirit, this may include:

- Spirit category and subcategory
- Country or region of origin
- Age statement, where relevant
- Alcohol level
- Cask or maturation information
- Production method
- Style or flavour information
- Other relevant technical details

This allows judges to understand what the spirit is intended to be without revealing its commercial identity.

A London Dry Gin should not be judged according to the same expectations as an aged rum, single malt whisky, vodka, liqueur or ready-to-drink spirit product. Judges assess how successfully each spirit performs within its declared category and intended style.

Why Quality Is Judged Blind

Brand recognition, price and impressive Packaging can influence how a spirit is perceived. Blind tasting removes these factors from the initial assessment.

It creates a fair process in which every entry—from a major international spirits company to a small independent distillery—is first evaluated on the Quality of the liquid presented.

The competition is not simply asking whether a judge personally likes the spirit. Judges must determine:

- How well the spirit has been made
- How successfully it expresses its intended category and style
- Whether its components are properly integrated
- Whether the alcohol is balanced
- Whether it provides a complete and enjoyable drinking experience
- Whether it is appropriate for its intended consumer

What Judges Assess in Quality

Quality is not determined by one characteristic. Judges consider how several elements work together.

Appearance and condition

Judges consider whether the spirit’s clarity, colour and appearance are appropriate for its category, age, style, production method and maturation.

Aroma

The judges assess the cleanliness, intensity, definition and complexity of the aromas. They consider whether the spirit is expressive, appropriate for its intended category and free from faults.

Depending on the category, this may include botanical definition in gin, raw-material character in vodka, grain and cask expression in whisky, cane or molasses character in rum, agave expression in tequila or mezcal, and fruit character in brandy.

Flavour and palate

Judges examine flavour intensity, concentration, texture and development. They consider whether the flavours reflect the aromas and whether the spirit has enough depth for its intended style.

A spirit does not need to be powerful or heavily aged to score highly. A lighter or unaged spirit can perform exceptionally well when it demonstrates precision, clarity, balance and a convincing expression of its category.

Balance

Judges consider how alcohol, sweetness, acidity, bitterness, oak, botanicals and flavour intensity interact.

No single component should dominate unless that characteristic is intentionally part of the style and is supported by the rest of the spirit.

The alcohol should provide structure without producing excessive heat or masking the product’s aromas and flavours.

Structure and texture

The panel considers the spirit’s framework, body and mouthfeel. Depending on the category, a spirit may be light, silky, creamy, rich, oily, crisp, dry or full-bodied.

The important question is whether its structure and texture are appropriate and contribute positively to the drinking experience.

Complexity

Complexity may be demonstrated through multiple aromas and flavours, development in the glass, maturation or the integration of the base spirit with botanicals, cask influences or other flavour components.

Complexity is considered in context. A clean, unaged vodka may be intended to offer precision, purity and texture rather than extensive flavour development. It can still score highly when it achieves that purpose successfully.

Category expression and intended style

Judges consider whether the spirit appropriately represents its declared category, production method and stated style.

Individuality and innovation are welcomed, provided the spirit remains coherent, technically sound and understandable within its intended context.

Integration

Judges consider how successfully the spirit’s different components work together.

In a gin, the botanicals should feel balanced rather than disconnected. In an aged spirit, oak should complement the underlying distillate rather than overwhelm it. In a flavoured spirit or liqueur, sweetness and added flavours should support the base spirit.

Finish

The panel assesses the length, clarity and balance of the finish. A strong finish should continue the spirit’s positive qualities without introducing excessive heat, bitterness, harshness, artificial flavours or other undesirable sensations.

Overall drinking experience

Finally, judges consider the spirit as a complete experience.

Does it deliver what it promises? Is it enjoyable and well made? Are its elements properly integrated? Does it represent its category convincingly? Would its intended customer be satisfied?

How the Quality Score Is Calculated

Each judge enters an individual Quality score out of 100.

The panel may discuss the spirit, especially when opinions differ, but every judge submits their own professional score.

The individual scores are then averaged:

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

For example, if four judges submit:

- Judge 1: 88
- Judge 2: 90
- Judge 3: 89
- Judge 4: 87

The final Quality score is:

(88 + 90 + 89 + 87) ÷ 4 = 88.5

This average becomes the spirit’s final Quality score.

Stage 2: How Value Is Judged

Once judges have completed and submitted their Quality scores, they are shown the spirit’s recommended UK retail price.

The spirit remains blind. Judges still do not see its brand, bottle, label or Packaging.

They then assess whether the Quality, character and complete drinking experience justify the stated price.

Which Price Do Judges See?

The Value assessment is based on the recommended UK retail price supplied by the entrant.

For spirits that are not yet sold in the UK, entrants should provide the realistic price at which they expect the product to reach UK consumers. This should reflect the spirit’s intended UK positioning rather than simply its distillery-door or domestic retail price.

Providing an accurate price is important because the judges are assessing the spirit at that specific market position.

What Does Value Mean?

Value is not the same as being inexpensive.

Judges are asking:

Does this spirit deliver an appropriate or better-than-expected experience at its recommended retail price?

A low-priced spirit will not automatically receive a high Value score. If it lacks balance, character or enjoyment, it may still represent poor Value.

A premium spirit can receive an excellent Value score when its complexity, precision, provenance, maturation and overall experience justify its price.

A £25 spirit and a £100 spirit can therefore both offer excellent Value, but they must justify their prices in different ways.

What Judges Consider in the Value Assessment

Quality in relation to price

The central consideration is whether the spirit’s Quality justifies its recommended retail price.

A spirit may offer strong Value when it performs above the standard normally expected at that price. A premium spirit must demonstrate sufficient Quality, complexity, refinement or distinction to support its positioning.

Category expectations

Price expectations vary between categories, styles, ages and production methods.

A young gin, vodka or liqueur will be considered differently from an aged whisky, premium tequila, cognac or limited-production rum.

Judges assess each spirit within its relevant market context rather than comparing every entry with the least expensive spirits in the competition.

Production method and age

Some spirits require specialist ingredients, lengthy production periods, extended maturation, rare casks or more complex production methods.

Judges consider whether the results of these choices can be experienced in the glass and whether they help justify the stated price.

An age statement or expensive production process does not automatically create Value. The final drinking experience must still support the price.

Intended consumer

Judges consider who is likely to purchase the spirit and what that consumer would reasonably expect at the stated price.

An everyday spirit should offer reliability, enjoyment and clarity of style. A premium spirit may need to provide greater complexity, individuality, refinement, provenance or rarity.

Market positioning

The panel considers whether the price is consistent with the Quality of the spirit and its intended position in the UK market.

A technically sound spirit may be positioned at a price that creates expectations it does not fully meet. Another spirit may deliver a level of Quality that makes its price particularly compelling.

Competitive relevance

The judges use their experience of buying, importing, distributing, listing and serving spirits to consider whether the product offers a credible proposition alongside comparable spirits in the UK market.

Overall drinking experience

Consumers ultimately experience Value through what is in the glass.

Judges consider whether the spirit delivers what its price promises and whether the intended consumer is likely to feel satisfied after purchasing it.

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How the Value Score Is Calculated

Each judge submits an individual Value score out of 100.

The individual scores are then averaged:

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

The resulting average becomes the spirit’s final Value score.

A high Quality score combined with a lower Value score may suggest that the spirit’s price or market positioning should be reviewed. A strong Value score may indicate that the spirit delivers more than judges expected at its stated price.

Stage 3: How Packaging Is Judged

After the Quality and Value assessments are complete, each judge presses Submit Score.

Those scores are recorded before the judges see the spirit’s brand or Packaging. This prevents the appearance or reputation of the product from changing the judges’ earlier assessments.

The blind-tasting glasses and tray are then removed. The opened bottle used to pour the samples is not used for the Packaging assessment.

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

The complete package may include:

- Bottle, can, pouch, box or other container
- Front and back labels
- Closure, cork, cap or stopper
- Capsule or neck design
- Brand name and logo
- Product information
- Decorative finishes
- Gift box, carton or tube, where supplied
- Complete commercial presentation

A Hands-On Commercial Review

Packaging is not judged from a photograph or assessed only as a piece of artwork.

Judges can stand the package on the table, pick it up, hold it, touch it, turn it around and examine it from every angle.

They can review:

- Front-label impact
- Back-label information
- Bottle or container format
- Closure
- Shape and weight
- Materials and finish
- Typography and colour
- Branding
- Category, product and origin information
- Any secondary Packaging
- Overall quality of execution

The judges assess how the complete package would perform in a real buying and serving environment.

What Judges Consider in the Packaging Assessment

Immediate visual impact

Would the product attract appropriate attention on a retail shelf, back bar, marketplace or ecommerce page?

Visual impact does not require excessive decoration. A minimalist package can score highly when it is clear, confident and distinctive.

Brand clarity

Judges consider whether the brand name and producer are easy to identify and whether the visual hierarchy creates a recognisable identity.

Category and product communication

The package should help buyers and consumers understand the spirit.

Depending on the product, this may include its:

- Spirit category
- Product style or flavour
- Country or region
- Age statement
- Alcohol strength
- Production or maturation information
- Botanicals or key ingredients
- Producer
- Relevant serving information

The information should be clear and appropriate for the intended consumer.

Target-consumer relevance

Judges consider who the spirit appears to be designed for and whether the format, visual style and language will connect with that audience.

An everyday gin buyer, premium whisky collector, bartender, gift purchaser and ready-to-drink consumer may respond to different visual and practical cues.

Alignment with Quality

Because the judges have already tasted the spirit, they can assess whether its Packaging accurately represents the Quality inside.

Premium-looking Packaging may create expectations that the liquid does not fulfil. Equally, a high-quality spirit may be disadvantaged if its presentation makes it look inexpensive, unclear or poorly finished.

Alignment with price

Judges consider whether the presentation supports the recommended UK retail price.

An accessible spirit does not need to look like a luxury release, but it should still appear professional, appealing and competitive. A premium spirit must create sufficient credibility and perceived Value to justify its position.

Front- and back-label effectiveness

The front label should make the spirit easy to notice, recognise and understand.

The back label should provide helpful information, explain the spirit clearly, support its story or positioning and remain easy to read.

Both labels should work together as one complete presentation.

Shelf, back-bar and digital presence

Spirits are discovered in physical and digital environments.

Judges consider whether the Packaging will remain distinctive and recognisable on a crowded retail shelf, when viewed from a distance on a back bar and when reduced to a smaller ecommerce image.

Functionality

Depending on the format, judges may consider whether the package is practical to:

- Handle
- Store
- Open
- Pour
- Reseal
- Serve
- Transport
- Display
- Use efficiently behind a bar
- Use during its intended consumption occasion

Distinctiveness

Judges consider whether the package gives buyers and consumers a clear reason to notice and remember the spirit.

Distinctiveness may come from branding, illustration, typography, colour, bottle shape, format, category cues, origin information or a confident minimalist presentation.

Overall commercial readiness

Finally, judges consider the complete commercial proposition.

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

Expensive Packaging Does Not Automatically Score Higher

The Packaging score is based on effectiveness, not production cost.

Heavy glass, custom closures, embossing, foiling, presentation boxes or elaborate decoration do not automatically result in a strong score. These elements can support a premium product when used effectively, but they may also feel excessive, impractical or disconnected from the spirit.

A simple and cost-effective package can receive an excellent score when it is clear, distinctive, practical and appropriate for its consumer and price.

The central question is:

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

How Alternative Formats Are Assessed

Formats such as cans, pouches, miniatures, cartons, lightweight bottles, ready-to-drink containers and single-serve formats are assessed according to their intended purpose.

Judges consider the relevant:

- Consumer
- Occasion
- Sales channel
- Convenience
- Functionality
- Price
- Commercial positioning

An alternative format is not expected to imitate a traditional glass spirits bottle. The format itself is not treated as a weakness. What matters is how successfully the Packaging performs its intended commercial role.

How the Packaging Score Is Calculated

Each judge enters an individual Packaging score out of 100.

The individual scores are then averaged:

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

For example, if four judges submit:

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

The final Packaging score is:

(88 + 90 + 86 + 88) ÷ 4 = 88

This becomes the spirit’s final Packaging score.

How the Overall Final Score Is Calculated

Once the final averages for Quality, Value and Packaging have been established, they are combined to calculate the spirit’s overall competition score.

Quality receives twice the weight of Value and Packaging:

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

This means:

- Quality: 50%
- Value: 25%
- Packaging: 25%

For example, if a spirit receives:

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

The overall final score is:

(90 × 2 + 88 + 86) ÷ 4 = 88.5

Giving Quality double weight ensures that a spirit cannot succeed through competitive pricing or impressive Packaging alone. The liquid in the glass remains the foundation of the result.

At the same time, Value and Packaging recognise an important commercial reality: buyers and consumers consider Quality, price and presentation together when deciding whether to list or purchase a spirit.

What Entrants See in Their Entrant Zone

After results are released, entrants can view the detailed breakdown for each spirit under My Results in their Entrant Zone.

This includes:

- Final Quality score
- Final Value score
- Final Packaging score
- Overall weighted score
- Medal result, where applicable
- Constructive product feedback
- Commercial feedback
- Details of the judges who assessed the spirit

Entrants also receive feedback designed to answer two important questions:

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How Can This Product Be Improved?

Feedback may address:

- Balance and structure
- Alcohol integration
- Aromatic or flavour expression
- Botanical integration
- Oak or cask integration
- Texture and complexity
- Category expression
- Finish
- Pricing perception
- Packaging communication
- Shelf or back-bar appeal
- Alignment with the intended style or market

How Can This Product Be Marketed and Sold?

Commercial feedback may consider:

- Target consumer
- Retail or on-trade suitability
- Price positioning
- Route to market
- Shelf or back-bar placement
- Importer and distributor appeal
- Sales channels
- Serving opportunities
- The strongest elements of the spirit’s commercial story

This provides entrants with more than a medal or final number. It helps producers understand how experienced UK spirits professionals view the spirit as a complete product.

Also Read:
How Judges Assess Quality at the London Spirits Competition
How Judges Assess Value at the London Spirits Competition
How Judges Assess Packaging at the London Spirits Competition