Following a successful two days at Bar Convent London, the team behind the London Spirits Competition says the event once again highlighted the continued growth, innovation, and global energy shaping the spirits industry.

Held at Tobacco Dock in London, BCB London brought together spirits brands, distributors, bartenders, importers, hospitality professionals, and drinks industry leaders from around the world for networking, education, tastings, and commercial discussions across the premium and craft spirits sector.

For Malvika Patel, editor at Beverage Trade Network and London Competitions, attending BCB London was an important opportunity to connect directly with producers and better understand the current priorities shaping the global spirits market.

“BCB London continues to grow as one of the most important events for the premium spirits and bar industry,” Patel says. “The energy around innovation, branding, packaging, premiumisation, and cocktail culture was incredibly strong throughout the show.”

Image: Inside key conversations shaping spirits industry at Bar Convent London.

Patel says the London Spirits Competition team spent the event meeting producers, distributors, bartenders, importers, and brand owners from across multiple international markets.

“There were a lot of conversations around export growth, market positioning, on-trade visibility, and how brands can stand out in an increasingly competitive spirits category,” she explains. “Many producers are looking for commercially focused platforms that can help support distribution and trade credibility.”

That commercial focus has become central to the positioning of the London Spirits Competition itself, where spirits are evaluated by active trade buyers, bartenders, bar managers, and hospitality professionals based on quality, value, and packaging.

“Our competition has always been built around real market relevance,” Patel says. “Today, brands want awards that help them in distributor meetings, bar programs, retail conversations, and consumer marketing.”

According to Patel, several key themes dominated discussions across BCB London this year, including premiumisation, RTDs, no-and-low alcohol innovation, sustainability, packaging differentiation, and the growing importance of storytelling within spirits branding.

“Packaging and brand identity are becoming incredibly important,” she says. Consumers are discovering brands visually first, especially across retail shelves and social media. Producers are thinking much more strategically about design and positioning.”

Image: London Spirits Competition winners showcasing standout packaging at Bar Convent London.

The event also reinforced the continued importance of face-to-face networking within the drinks industry.

“Digital tools are useful, but spirits is still a relationship-driven business,” Patel says. “BCB London creates opportunities for real conversations between suppliers, bartenders, buyers, distributors, and hospitality operators.”

As the industry looks ahead, Patel says the London Spirits Competition team is now turning its attention toward the 2027 competition cycle — a particularly important milestone year for the organisation.

“Entries for the 2027 London Spirits Competition are now officially open,” Patel explains. “And 2027 will mark the 10th anniversary of the competition, which is an exciting milestone for our team and for the global spirits producers who have supported us over the years.”

The competition is now inviting distilleries, importers, and spirits brands from around the world to enter early and secure Super Early Bird pricing for the 2027 edition.

“We encourage producers globally to start preparing early,” Patel says. “The spirits market is becoming more competitive every year, and producers are increasingly using competitions as part of their overall commercial and export strategy.”

Patel also notes that many conversations at BCB London focused on long-term brand building rather than short-term visibility.

“Brands today are looking for sustained trade engagement,” she says. “Awards, trade shows, media visibility, bartender relationships, and buyer outreach are all becoming interconnected parts of a larger commercial ecosystem.”

That broader ecosystem is something the London Competitions continues building through its integration with Beverage Trade Network’s media platforms, producer interviews, podcasts, educational content, and buyer-focused initiatives.

“We want producers to know that participation creates long-term commercial value,” Patel explains. “Not just recognition, but ongoing opportunities to build visibility and strengthen trade relationships.”

Following a strong presence at BCB London, Patel says the London Spirits Competition team is optimistic about the continued momentum across the premium and craft spirits industry globally.

“There’s a huge amount of creativity and ambition in the spirits world right now,” she says. “BCB London really showcased how dynamic the category has become.”

As preparations begin for the 10th anniversary edition of the London Spirits Competition, Patel says the focus remains firmly on helping producers connect recognition with real business growth.

“We’re excited for what’s ahead in 2027,” she adds. “And we invite spirits brands from around the world to enter early, secure Super Early Bird pricing, and be part of this milestone year for London Spirits Competition.”

Header Image: The London Spirits Competition team at Bar Convent London, held at Tobacco Dock, London.

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