The London Spirits Competition brings together master blenders, bar managers, bottleshop spirits buyers, and top bartenders who decide what spirits win a place on the world stage. Spirits are judged not only on quality, but also value and packaging — the same factors that influence real buying decisions.

We asked our 2026 judges to share their best advice for distilleries preparing to enter. Here’s what they had to say:

1. Don’t hesitate — get your spirits in front of the judges.

“Do it!” says Emma Walker, Master Blender at Diageo. With access to more than 10 million casks of maturing Scotch and over a decade shaping Johnnie Walker’s future, she knows the power of benchmarking. “The feedback from bartenders and buyers gives an insight into our consumers.”

Judge Spotlight: Emma is one of just 12 master blenders at Diageo, leading a team that shapes the world’s most famous Scotch whisky. Her vote in the judging room carries the weight of both heritage and global market insight.

2. Showcase your passion and authenticity.

“Always be proud of your brand if you believe in it and have built it with passion and love,” advises Marco Grisafi, Head of Bars. Marco’s journey from a small Italian town to leading one of London’s most innovative bar programs shows how authenticity and conviction resonate with guests and professionals alike.

Judge Spotlight: Marco oversees operations across Dover Yard and 1 Hotel Mayfair, after stints with Adam Handling and Alma. He’s at the cutting edge of London’s cocktail scene, making him a gatekeeper for spirits aiming to break into top bars.

3. Think beyond taste — your brand story matters.

Michele Lombardi, Head of Bars at Four Seasons London Tower Bridge, emphasizes presentation: “Work on marketing, storyline, heritage and craft. Good taste alone is not enough — excellence should be your baseline.”. His comment on London Spirits Competition is “A truly testament of being recognized as a truly quality product on the market”.

Judge Spotlight: Michele has managed luxury programs at The Ritz and Four Seasons, with experience curating menus that marry craftsmanship and storytelling. His perspective highlights what matters most to high-end venues when choosing spirits.

4. Aim high when choosing which spirits to enter.

“Aim high and carefully select your entries,” advises Craig Wallace, Master Blender for Diageo’s Global Whisky Portfolio. He encourages distilleries to put forward their standout expressions — the bottles that define who they are.

Judge Spotlight: Craig leads blending for some of Diageo’s most prestigious whiskies. His advice underscores the importance of treating competition entry like a flagship release.

5. Value and packaging count as much as flavour.

Wallace also praises the competition’s unique scoring system: “Pack and value also considered… this really helps pull apart the products.” Spirits that excel across all three pillars — quality, value, packaging — perform best both in the judging room and in the real market.

Judge Spotlight: With decades of technical blending experience, Craig has seen firsthand how packaging and positioning influence perception. His insight mirrors the consumer’s buying journey.

6. Celebrate what makes your spirit unique.

Judges consistently note that memorable entries have a bold, defining characteristic — whether a unique cask finish, local ingredient, or innovative production method. Don’t be afraid to showcase creativity.

Judge Spotlight: With professionals like Marco Grisafi and Michele Lombardi on the panel, innovation isn’t just welcomed — it’s expected. London’s bartenders are constantly searching for “the next story” to serve to their guests.

7. Tell a story bartenders can share.

“The feedback from bartenders… gives insight into consumers,” Emma Walker reminds us. A strong backstory or heritage not only excites judges but arms bartenders with the narrative they need to recommend your spirit to guests.

Judge Spotlight: Emma has spent years shaping stories around Johnnie Walker’s iconic range. Her advice highlights that liquid alone doesn’t sell — storytelling does.

8. Treat competition entry like a market launch or market benchmarking for each year for repeat brands.

Michele Lombardi stresses that distilleries should prepare entries as if they’re launching a product into competitive markets. Packaging, positioning, and storytelling should align with the quality of the liquid. For brands that enter again, it's a very good idea to keep benchmarking each year.

Judge Spotlight: At Four Seasons Tower Bridge, Michele curates experiences for an international clientele. He knows how packaging and presentation influence purchasing at the highest levels of hospitality.

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9. Benchmark yourself against the best.

“Gain the opportunity to compare your own brand with others, allowing you to understand it from a new perspective,” says Marco Grisafi. The competition isn’t just about winning medals — it’s about learning where your brand stands globally.

Judge Spotlight: Marco sees hundreds of brands every year in London’s luxury bar scene. His view reinforces the value of benchmarking your product alongside international competitors.

10. Excellence isn’t a goal — it’s the baseline.

In a field as competitive as spirits, judges agree: mediocrity doesn’t cut it. Excellence must run through every part of the brand — from the story and packaging to the value proposition and flavour.

Judge Spotlight: Judges like Craig Wallace and Emma Walker represent brands with global reputations for consistency. Their message is clear: only spirits that deliver across the board rise to the top.

Final Word

The London Spirits Competition is judged the way the market judges — on quality, value, and packaging. Following the advice of Emma Walker, Marco Grisafi, Michele Lombardi, Craig Wallace, and the rest of the 2026 panel will help you prepare your spirit to succeed not just in the competition, but in the hands of real consumers.

Enter your spirits today and get them judged by the people shaping the future of the global drinks industry.

Also Read:
Meet the Judges: Marco Grisafi, Head of Bars
Meet the Judges: Emma Walker, Master Blender at Diageo
From Scotland to China: Craig Wallace on Crafting Global Whiskies