The global spirits sector has never been more vibrant and innovative than it is today. From tiny craft distilleries producing small quantities of hand-crafted gin to traditional, old-school distilleries producing household-name single malts, and international drinks brands with their huge R&D budgets and global reach to match, today’s spirits drinkers have never been more spoiled for choice. 

Which is great news for consumers, particularly those on the lookout for something new and different to try. But it can be a real headache for those whose day job is buying spirits for a bar, restaurant or independent merchant. With such a proliferation of brands and varieties, and ever more products flooding the market each year, how is one to cut through the noise and go about choosing a streamlined range of brands that deliver on the taste front, but are also guaranteed to be a hit with your customers? 

Step forward the London Spirits Competition, which is going from strength to strength since its inception five years ago. The highly-regarded international event organised by US-based Beverage Trade Network seeks to recognises the very best in spirits from around the world that not only taste great – but also have attractive and fit for purpose packaging, as well as being commercially viable, ticking all the boxes that a trade buyer would typically seek out. 

After all, there is little point in listing an amazing, but obscure gin or vodka from some exotic location if it simply doesn’t appeal to customers, perhaps because the price is wrong or its packaging simply doesn’t have the wow factor to stand out on the shelf. 

This year (2022), the competition received over 2,500 entrants from 80 countries, a 50% increase on the previous year.  The highest number of entrants came from the UK with 447 entries, followed by 323 from Australia and 160 from the US. 771 Gins made gin the top category entrant followed by whisky and rum. 

And the judges certainly know their stuff. The panel is comprised of a crack team of spirits experts, who crucially, not only know their way round a distillery, but also have current buying responsibility, ensuring they are bang up to date with exactly what it is that discerning customers are looking for. 

The top panel of judges who spent days sniffing swirling, tasting and spitting their way through the vast array of entries comprised some of the most well- regarded figures from the hospitality sector, including mixologists, bar tenders and sommeliers. These included representatives from some of the country’s leading restaurants, bars and hotels such as the Ritz, Le Manoir, Gleneagles, the Goring, the Connaught and Claridge’s, while the retail and wholesale sector were also out in force, with judges from Enotria, Selfridges and Berry Bros & Rudd. A clutch of Master of Wines completed the exacting judging line up. 

With their expert noses and palates, and years of amassed experience, the opinion of the judging panel carries considerable weight, with a seal of approval from them coming as the ultimate accolade. 

“I like the fact that the spirits are not only judged on their flavour profile, but also on the packaging, which is a crucial factor, as well as saleability,” said one of the judges, Fabio Spinetti, head of bars at Carlton Tower Jumeirah. “Considering the brand as a whole, rather than simply the taste, is a really good way to assess a brand,” 

Fellow judge Oliver Eardley, bartender at the Savoy’s American Bar concurs. “Packaging makes the world of difference,” he confirms. “Simply put if it doesn’t look good it won’t sell.

So buyers can assure themselves that any of the award winners from the London Spirits Competition not only taste fantastic, but also deliver on the other criteria too, namely that they won’t sit gathering dust on your back bar or shelves, but will actually sell. 

But don’t just take our word for it, let’s hear from some of this year’s winners. Overall competition winner scooping Spirit of the Year, as well as winning the award for best gin, was Norwegian gin brand Bareksten, with owner Stig Bareksten, declaring himself delighted with the result. “Winning spirit of the year feels absolutely amazing,” he said. “Going all the way to the top among such a large amount of spirits will have a great marketing effect and be have a positive impact on our brand.”

Meanwhile, Colorado-based Spirit Hound Distillers was awarded Whiskey of the Year receiving the highest quality rating of any US-based spirit. 

[[relatedPurchasesItems-39]]

“It’s a significant step in validating the level of quality of product that we make here at Spirit Hound Distillers,” said co-founder, co-owner and head distiller Craig Engelhorn.

And William Borrell, founder and owner of Vestal Vodka which walked off with the prize for best vodka, expressed his delight at winning. “This is incredible news for us,” he said. “It’s amazing to be recognised by such a prestigious competition as this, and particularly one that places so much importance on quality and excellent value, which is what we really pride ourselves on with Vestal.”

Tom Byrne, one of the judging panel and head bartender at the Hoxton in London’s Holborn said that the sheer number of entries made the judging process “tough” particularly with the vodkas. “The liqueur and flavoured vodka category surprised with quality, and interesting pricing for New Zealand and Australia- everything seemed a bit more expensive,” he noted. 

The awards are rated on a 100-point scale, with those spirits that score 90 plus points being awarded a gold medal while those spirits that accrue 76 – 89 points receive a Silver. Bronze award winners are those drinks that assemble between 65 – 75 points

So if you are planning on submitting your spirit brands, with the chance to walk off with one of the most coveted prizes in the industry, the 2023 Competition is now open for entries. And you can sign up now to take advantage of the early bird entrance fees – if you submit your entry before August 31st 2022 then the fee is discounted to £75 per entry. Get your application in before October 16th, and you will still be eligible for the early bird discount of £85. Wait until December 9th and the fee increases to £95, after which time the fee is the standard £110.

Key Dates for entering the London Wine Competition 2023:

• Warehouse Closes: March 2, 2023

• Judging Date: March 22, 23, 24, 2023

• Winners Announced: April 12, 2023

• Registration Ends - Feb 22, 2023

Fees

• £75 Super Early Bird - May 2 to August 31, 2022

• £85 Special - September 1 to October 16, 2022

• £95 Early Bird - October 17 to Dec 9, 2022

• £110 Regular - Dec 10 to Feb 22, 2023