As we prepare for the 2025 London Spirits Competition, we caught up with one of our distinguished judges, Michele Becatti, to discuss what it takes for a spirit to win in this prestigious event and why the UK market is critical for emerging and established spirits brands. Michele brings 15 years of experience in the hospitality sector, most recently with Novikov in Qatar, and offers invaluable insights into the competition, the UK spirits market, and what brands need to succeed.

Michele’s career began behind the bar in London, and over the years, his ambition grew to become a part of the London Spirits Competition. Today, as a spirits judge, he evaluates alongside industry legends like Agostino Perrone and Salvatore Calabrese, an achievement that fills him with pride.

"When the London Spirits Competition became popular, it was a dream of mine as a bartender to be a part of this amazing event," Michele recalls.

Why Makes the London Spirits Competition Stand Out

So why should distilleries and spirits brands consider entering the London Spirits Competition? According to Michele, the competition's focus on recognizing excellence across several key areas sets it apart from others.

"For a distillery, gaining recognition from top industry experts is crucial to making a mark in the market," he notes.

London Spirits Competition Judging Panels 

Winning here provides a stamp of quality and credibility, which not only elevates a brand’s reputation but also helps open doors to key distributors and buyers. This is especially valuable in a market as competitive as the UK.

How Winning at the London Spirits Competition Benefits Brands

Winning an award at the London Spirits Competition can significantly boost a brand’s presence in both the UK and global markets. Michele explains:

"An award provides a stamp of quality and credibility, enhancing visibility and opening up valuable networking opportunities."

For distilleries, this recognition can improve marketing efforts, make products more attractive to buyers, and increase visibility in trade and consumer spaces. It's an invaluable marketing asset that can influence purchasing decisions across the industry.

The Judging Process: How Spirits Are Evaluated

Michele’s judging process is all about precision. The key factors he focuses on are flavor profile, aroma intensity, and the length and quality of the aftertaste. These criteria ensure that only the finest spirits receive awards, with a strong emphasis on a product's overall balance and appeal.

"As a judge, my strength is in understanding the spirit and identifying the key flavors that define it," Michele shares. His years of experience in the hospitality industry have sharpened his palate, allowing him to assess products with the depth and insight needed for such a prestigious competition.

London Spirits Competition Judges 

Trends and Opportunities in the UK Spirits Market

The UK market is one of the most dynamic and challenging in the world. Michele has seen a growing interest in craft and premium products, with consumer demand for more diverse and unique spirits.

"Cocktail culture, low and no-alcohol options, and flavored spirits are becoming increasingly popular," he notes.

For brands looking to tap into the UK market, the opportunity lies in capitalizing on these trends while also maintaining a strong focus on quality and innovation.

Advice for Emerging Spirits Brands Entering the UK Market

Breaking into the UK spirits market is no easy feat, but Michele offers straightforward advice for emerging brands:

"Building relationships with distributors and developing a strong brand identity are essential."

He also highlights the importance of leveraging social media and influencer partnerships to effectively reach target consumers. In a competitive environment, standing out means crafting not just a great product but a compelling brand story.

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What UK Consumers Are Looking For

UK consumers have evolved, with a growing appetite for premium products with distinctive flavors. Michele points out that the demand for sophisticated cocktails and non-alcoholic spirits is rising as bars and restaurants expand their offerings.

"Consumers are looking for premium quality products with unique flavors," Michele says, adding that non-alcoholic spirits, in particular, are carving out a significant niche in the market.

Michele’s Favorite Spirit: A Personal Recommendation

When it comes to his personal favorites, Michele’s passion lies with whisky. He recommends Bruichladdich The Classic Laddie, a unique whisky with notes of salted meats and sweet vanilla cream. For those looking to try something new and exciting, this spirit offers an exceptional experience.

For any distillery or spirits brand, entering the London Spirits Competition is a strategic move. It offers unmatched recognition from top industry experts and can elevate a brand’s profile in both the UK and international markets. With the Super Early Bird pricing running from September 1st to November 30th, 2024, this is the perfect time to enter and take advantage of the best rates.

The London Spirits Competition is not just a contest—it’s an opportunity to showcase your spirits to the industry's most influential figures. The Early Bird pricing period runs from 01 September 2024 to 30 November 2024. Secure your entry now and position your brand for success in 2025!

Header Image: Michele Becatti Judging at London Spirits Competition