Insights On How London Spirits Competition medals help brands sell more spirits at Bars and Restaurants and how bars can leverage the winners to grow more sales.

Here is one example of London Spirits Competition winners being included in the drinks menu at Canova Hall, one of London’s favorite brunch bars.

Celebrating one of London’s most exciting areas, Canova Hall honours the provenance of what used to be the beloved worker’s hall of Britain’s first department store Le Bon Marché across the road. Canova Hall and its eclectic all-day and late-night offerings welcome locals and all those visiting the neighborhood to indulge in the buzz and grandeur of a timeless old market canteen.

Image: Menu showing "Serata Hall Small Batch Gin", and "Cattivo Small Batch Gin" having winning medals

Here you can see two winners of the London Spirits Competition and a medal that clearly stands out. Thus if you are a consumer browsing or trying to make a choice, not only helps you select which cocktail or drink to have. It's also helping the bar with a faster decision or creating a drinks consumer who may be excited to drink a medal winner now. In some cases, consumers are still deciding if they want to drink or not, so it even helps you with more beverage sales.

Spirits medals can help sell more spirits, but their impact on sales depends on various factors. Here are some considerations regarding the role of spirits medals in influencing purchasing decisions:

1. Enhanced Perceived Quality: Spirits medals can enhance the perceived quality and credibility of a spirit. When consumers see a medal on a bottle, it often suggests that experts or judges have recognized its excellence. This perception of quality can make consumers more willing to try the spirit and potentially lead to a purchase.

2. Decision Simplification: In a market with a wide range of spirit options, medals can simplify the decision-making process for consumers. They serve as a quick and reliable indicator of a spirit's quality, making it easier for consumers to choose a product, especially if they are not familiar with specific brands or types of spirits.

As you can see from the above menu example, the medals clearly stand out and offer consumers a reference in some way if they have NOT heard about any brand. In most craft bars, bars may have included small and boutique brands and thus this creates a solid point of difference for your brand.

3. Marketing and Promotion: Distilleries and retailers frequently use spirits medals as part of their marketing and promotional efforts. Spirits with medals may be featured prominently in advertisements, on store shelves, or in online listings. This increased visibility can attract consumers' attention and drive sales.

The Spirit Hound Straight Malt Whisky won the Whisky Of The Year award and a gold medal with 96 points at the 5th edition of the London Spirits Competition.

4. Gift Giving: Medal-winning spirits are often considered attractive gifts for special occasions. Consumers looking for gifts may be more inclined to choose a spirit with awards, as it conveys a higher level of quality and thoughtfulness.

“I have many times said few words about a beverage I have gifted to my friends, or taken at a dinner party or opened at my home, and one of the consistent stories has been this brand won this medal and so many points - not only my friends value that they are drinking something ‘special’ but it also is a great conversation starter”. You add depth to the gift by giving a brand that has scored well at London Spirits Competition especially when you mention them the judge's names”, Says Sid Patel, CEO of London Spirits Competition.

5. Word of Mouth: Consumers who have positive experiences with medal-winning spirits may recommend them to friends and family, potentially leading to additional sales through word of mouth.

6. Consumer Trust: Medals can build trust among consumers who may be hesitant to try new or unfamiliar spirits. Consumers often trust the judgment of experts and consider medals as a form of validation for their spirit choices.

However, it's important to consider the following factors:

1. Price Sensitivity: While spirits medals can influence purchasing decisions across different price ranges, consumers may also consider other factors such as price, brand reputation, and personal taste preferences.

2. Consumer Knowledge: Spirits enthusiasts or individuals with more knowledge about spirits may rely less on medals and place greater emphasis on their own tasting experiences and knowledge of specific types of spirits.

3. Market and Region: The impact of spirits medals can vary based on the market and region. In some markets, consumers may attach greater importance to awards, while in others, they may prioritize other factors.

4. Personal Taste: Ultimately, consumers' personal taste preferences play a significant role in their spirit choices. Even if a spirit has won awards, consumers may not enjoy it if it doesn't align with their palate.

In summary, spirits medals can play a role in selling more spirits by enhancing perceived quality, simplifying decisions, and serving as a marketing tool. However, their effectiveness in driving sales depends on various factors, including consumer preferences, market dynamics, and the overall marketing strategy employed by distilleries and retailers. Spirits medals are a valuable tool in the industry, but they are just one component of a spirit's overall appeal.

Here are some ways bars can promote the medal winners

Bars can effectively promote spirits medals they've won at competitions to attract more customers and boost their reputation in the industry. Here are some strategies to promote spirits medals in bars:

1. Menu Highlights:

Create a dedicated section on the menu for award-winning spirits. Highlight the medals, the competition, and a brief description of the spirit's qualities. Use eye-catching graphics, such as medal icons or ribbons, next to the spirits to draw attention to the awards.

2. Table Tents and Signs: Place table tents or small signs on bar tables and counters showcasing the award-winning spirits. Include a brief story or fun fact about the spirit's win to engage customers.

3. Cocktail Specials: Feature award-winning spirits in specialty cocktails or mixed drinks. Highlight the medal achievements on the cocktail menu and drink specials board.

4. Tastings and Flights: Offer tasting flights that include award-winning spirits. Host special tasting events or promotions, such as "Medal Monday" or "Award-Winning Wednesdays."

5. Bartender Recommendations: Train your bartenders to recommend award-winning spirits when customers inquire about drink options. Encourage bartenders to share stories and information about the spirits' accolades.

6. Social Media Marketing and Website Listings: Post visually appealing images of award-winning spirits on social media platforms like Instagram and Facebook. Use relevant hashtags and captions to highlight the medals and encourage customers to try them.

Here’s another example of how Harvey Nichols, one of the finest retail chains in the UK, updated their website and stocked the winner of the London Spirits Competition. These not only help convey a message that the retailer is timing the market but also act as a selling tool for the retailer or a restaurant.

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7. Email Marketing: Send out newsletters or email updates to your customer mailing list, announcing your bar's recent awards and featuring the spirits.

8. Collaborations and Events: Collaborate with the spirits brands to host promotional events or tastings at your bar, especially if they have won awards. Partner with local bloggers or influencers to review and promote your award-winning spirits.

9. Wall of Fame: Create a "Wall of Fame" or display shelf showcasing the bottles of award-winning spirits. Include descriptions of the spirits' achievements and their respective medals.

10. Staff Knowledge: Ensure that your staff is well-informed about the award-winning spirits. They should be able to discuss the spirits and their accolades with customers.

Promoting spirits medals not only enhances your bar's reputation but also provides a unique selling point to attract discerning customers who appreciate quality beverages. By effectively showcasing your award-winning spirits, you can create a memorable and compelling experience for your patrons.