MARKHOR Cannabis Vodka — produced in Poland by AMED & O — won two awards at the 2024 London Spirits Competition: winning gold with 92 points and was also named the Best In Show by Country.

Following the success of this year’s event, their export manager, Gabriel Maryniaczyk, was invited to give his opinion of the competition and the impact the awards have had on the business.

Company background

Gabriel explained that the company was founded “with a vision to bring a fresh perspective to our industry. 

“We saw an opportunity to innovate and offer something truly different from the conventional offerings. Our journey began with a commitment to not only differentiate ourselves through unique products but also to redefine quality standards.”

They chose the MARKHOR — a Himalayan mountain goat — to name the company and they adopted the majestic and rugged animal as their logo to represent their unique vision: “The MARKHOR, embodies the raw essence and untamed spirit we infuse into our products. It symbolizes our commitment to stand out in the market through distinctiveness and resilience.”

Since launching, they have carved out a niche in the market, by offering products that are not only different and visually striking but also embody a new standard of quality and reliability. This unique approach has allowed us to establish a strong and growing presence in a competitive industry.

Image: (Left) Adam Okoniewski , the originator and co-owner of the brand.

Awareness of the London Spirits Competition

Prior to taking the decision to enter the competition, the company was already aware of its reputation and significance within their industry, as Gabriel explained: “It is a prestigious event known for recognizing excellence and innovation. 

“Our team had been following its developments for some time, observing past winners and the visibility they gained from their accolades. This familiarity made us confident in the competition's potential benefits.”

Reasons for entering

Gabriel gave four definitive reasons for entering this year’s competition:

1. Validation: “We wanted to benchmark our products and services against the best in the industry and receive validation from esteemed judges and experts.”

2. Visibility: “Winning or being shortlisted would significantly raise our profile, attracting attention from potential clients and partners.”

3. Morale Boost: “Competing in and potentially winning the award was also a great way to motivate our team, acknowledging their hard work and dedication.”

4. Networking: “The competition provided an excellent opportunity to connect with other industry leaders and innovators.”

What has been the impact of winning the awards?

Gabriel was unequivocal on the benefits of winning the two awards and gave four clear reasons:

1. Increased Recognition: “Our brand has gained significant recognition and credibility within the market.”

2. Boosted Morale: “The win has energized our team, reinforcing their belief in our mission and capabilities.

3. Market Differentiation: “It has helped us stand out from our competitors, making our products more attractive to prospective customers.”

4. Growth Opportunities: “The award has opened doors to new business opportunities and partnerships that were previously out of reach.’

How have the awards been communicated to customers?

The company implemented a comprehensive communications strategy to share the news of its successes across its social media platforms, on its website, and by email directly to its customers.

Overall impression of the London Spirits Competition

For Gabriel, this competition stands out for several reasons:

1. Prestige and Impact: "It has a higher level of prestige and impact than other competitions we’ve considered, offering greater visibility and recognition.”

2. Rigorous Judging Process: “The thorough and transparent judging process enhances its credibility and value.”

3. Industry Relevance: “It’s closely aligned with our industry’s focus, ensuring that the recognition is meaningful and respected by our peers.”

4. Networking and Exposure: “The event provided exceptional networking opportunities and exposure that are unparalleled by other competitions.”

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Future plans

Following their success in this competition, they aim to expand the awareness of their vodka and increase distribution in several key markets, including the USA and Canada, where there is significant demand for their products.

They would also like to target Germany, France, and the UK, where they see market potential and appreciation for their innovative spirit.

Gabriel also wants to boost sales in Japan, South Korea, and Australia, along with emerging markets across Southeast Asia and Latin America.