London, the global capital of the drinks culture and host to the London Spirits Competition is becoming a central place where the world’s top on-trade and off-trade professionals gather annually to judge thousands of spirits by Quality, Value, and Package.

Bartenders, Head Bartenders, Mixologists, and Bar Managers of Soho House, Claridge’s, The Connaught, The Savoy, Harbour Hotels, The Ritz, Stafford Hotel, Shangri-La The Shard, The Savoy, 12th Knot were just a few names that were part of the judging panel at the London Competition.

One of the key things about the London Spirits Competition is that it only has real trade buyers as judges and also rates products by price and package giving brands an enormous upside to be seen by best in trade.

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Now in its 6th year, The London Wine, Beer, and Spirits Competition have added more strength to the judging panel.

The London Spirits Competition has worked in the last few years to build up the pedigree of its judges and to ensure they all have direct buying responsibilities and understand the disciplines by which certain spirits are chosen to go on drinks or cocktail lists or not. The competition has grown every year and now is one of the world’s most important spirits competitions that all brands enter globally.

Ago Perrone, Director of Mixology at The Connaught, judging at the 2022 London Spirits Competition.

Selected cocktails will also be shown in London Drinks Guide, Bartenders Business, and On-Trade online magazine.

The London Spirits Competition looks to recognize, reward, and help promote spirits brands that have successfully been created to identify with and target a specific spirits drinker. For any spirits brand to earn its place on a retailer’s shelf or a restaurant’s spirits list -  and then vitally stay there - they need to be marketable and consumer-driven and not just produced in the general hope it can find enough people willing to sell and buy it. That is why the London Spirits Competition is different. It will single out and shine the spotlight on those spirits brands that consumers really want to buy and have a clear market value for trade buyers.

Only real trade buyers are judges of the London Spirits Competition

Judging criteria 

London Spirits Competition score will be decided based on the following judging formula making it a more relevant global spirits competition: Q (Quality Score) + Value Score (V) + Package Score (P) = London Spirits Competition Score. A separate weighted score will be given for each of the three parts of the judging process (Quality gets twice the weight. The scores will be calculated with other judges for the same product on the team to give a final score from which individual prizes will be awarded.

Call for International and domestic entries is now open.

The entry process for the awards is now open and anyone looking to grow their brand globally is encouraged to enter the competition. The competition comes with additional benefits where entrants will also be able to submit their cocktails which will be shown on the competition website. Winners will also be able to see their score breakdown by Quality, Value, and Package, get professional shelf talker artworks and get tasting notes, certificates, and consumer awareness in BTN’s consumer assets.  

Head to this link and register your spirits today!