[In picture: Giorgio Bargiani, Head Mixologist at The Connaught Bar, Judge at the 2021 London Spirits Competition]

Spirit producers and distillers the world over are fixated on creating the best styles and blends of gins, vodkas, rums, whiskies or whatever. But however hard they work to get their products right it will all come to nothing unless they can find bartenders and bar managers who can equally believe in what they are making in order to use and sell them in their outlets. It’s that connection between award-winning spirits and the bar community that the London Spirits Competition works so hard to foster, as Richard Siddle, editor of The Buyer explains.

When it comes to competing on the back bar of the most prestigious outlets in the world than knowing you are amongst the best in class in London stands for a lot. 

Winning a medal in an international drinks competition has long been regarded as key to getting into the minds of the most important drinks buyers who might end up the listing and stocking your brand.

The London Spirits Competition looks to take that to the next stage in two key ways.

Influential judges

First, its judges are made up of some of the most influential bartenders, mixologists, bar managers and owners in London – arguably the world’s most prestigious and influential drinks and spirits market in the world.  If you can make it in London, then there is no reason why you can’t make it any other city.

By tasting, sipping and assessing your products the judges are also the ones that will potentially then go on to then pour and serve them in their outlets.

Secondly, the London Spirits Competition is now supported by the launch of the London Drinks Guide that has been introduced this year by the event owners, the Beverage Trade Network, to act as a platform to help promote and share the stories of the brands, distillers and importers of the products that make up is medal and trophy winners.

The Guide also goes behind the scenes at many of the capital’s top bars, pubs and restaurants to talk first hard to those working there and sharing their experiences of what drinks are selling and why.