The London Spirits Competition continues to bring together the industry’s top talent, with seasoned professionals like Luca Cicalese at the helm of the judging panel. As the Head Mixologist at Velvet by Salvatore Calabrese, Luca has spent over 12 years mastering his craft and curating some of the finest cocktail programs in London. From his award-winning time at the American Bar at The Savoy to his current role at Velvet, Luca’s journey offers a 360-degree view of the spirits world.

Originally from Italy, Luca’s career took off in London, where he’s spent the past 8 years shaping the city’s renowned bar scene. With a passion for exploring new spirits and keeping his finger on the pulse of industry trends, Luca was drawn to the London Spirits Competition to see firsthand what producers are creating and how the landscape is evolving.

"I love trying new and different products, discovering the latest trends, and seeing what producers are capable of," he shares.

Judging at London Spirits Competition

Why the London Spirits Competition Stands Out

When asked why distilleries and spirits brands should consider entering the London Spirits Competition, Luca points to the immense visibility the competition offers. Winning a medal at LSC is not just about the recognition—it’s about standing out in a competitive marketplace.

"The visibility is huge, and winning medals with LSC is very important for a brand. It’s recognition that helps you stand out from other brands," Luca explains.

Boost Your Brand Presence

For spirits brands, an award from the London Spirits Competition is a mark of excellence. According to Luca, it’s more than just a medal—it’s a stamp of quality that can significantly influence consumer behavior.

"If a brand wins a medal, it’s seen as one of the best in its category, which helps consumers choose it over others," says Luca. Winning at LSC can increase both domestic and international presence, offering a competitive edge that’s hard to ignore.

London Spirits Competition Judges 

Luca’s Process for Evaluating Spirits

Luca’s approach to judging is meticulous and multi-layered. He evaluates spirits based on quality, value, and packaging, focusing on the balance of flavors and the overall experience.

"For quality, I focus on the smell, balance, and finish. Then, I ask myself if the product is worth the price—would I pay that amount for this spirit? Is there a cheaper version with similar characteristics? Packaging is also important; I look for a standout bottle and clear labeling," Luca explains.

This comprehensive approach ensures that only the best spirits make it through, combining expert analysis with consumer considerations.

Luca’s Strength as a Judge: A 360-Degree Vision

Having worked in every type of bar over his 12-year career, Luca’s strength lies in his ability to see where each spirit fits in the market. He brings a holistic view to the judging table, developed from years of experience behind the bar and interacting with customers.

"I’ve developed a keen sense of taste and market fit over the years. My 360-degree vision helps me understand where a particular product can succeed," he notes.

Emerging Trends in the UK Spirits Market

When it comes to market trends, Luca highlights the tequila and mezcal categories as ones to watch. While gincontinues to be a staple in the UK, he believes the market is saturated.

"Gin will never die in the UK, but I’m seeing a rise in tequila and mezcal," he shares.

Image: London Spirits Competition, Ronda De Almas- Mezcal of the Year

Advice for New Spirits Brands Entering the UK Market

For brands looking to enter the UK market, Luca stresses the importance of packaging and identity. He has seen many average products become successful simply because they had unique packaging that caught consumers’ eyes.

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"Packaging is the first thing consumers notice. If your product looks or tastes like something else, it will be hard to stand out," he advises.

What UK Consumers Are Looking For

UK consumers are always seeking new and exciting spirits, with a growing demand for tequila, mezcal, and unique bottles that stand out on the shelf. As cocktail culture continues to evolve, consumers are paying more attention to the aesthetics and stories behind the products they purchase.

Luca’s Personal Recommendation: The Versatility of Liquors

As someone deeply embedded in the spirits world, Luca has a personal passion for liquors.

"I really like liquors because each one has its own identity and concept behind it. I’ve recently discovered a Mediterranean liquor called EVE, made from fig leaves. It’s incredibly versatile and useful in a bar," he recommends.

Mediterranean liquor called EVE

For any distillery or spirits brand, entering the London Spirits Competition is a strategic move that offers industry-wide recognition, valuable exposure, and a chance to stand out in a competitive market. Winning an award is more than a trophy—it’s a testament to the quality and uniqueness of your product, validated by top experts like Luca Cicalese.

Don’t miss the opportunity to enter! The Super Early Bird pricing runs from September 1st to November 30th, 2024. Secure your spot now and let your brand shine at the 2025 London Spirits Competition.

Header Image: Luca Cicalese, Judge at 2025 London Spirits Competition: Picture Courtesy: Square Meal