Every spirit entered into the London Spirits Competition receives a professional evaluation from leading bartenders, bar managers, retail buyers, importers, distributors, master blenders and spirits industry experts.

Whether or not your spirit wins a medal, your entry provides detailed feedback, transparent scoring and practical market intelligence that can help improve your product, positioning and sales strategy.

1. Evaluation by Leading Spirits Professionals

Every spirit is assessed by judges with direct experience in buying, importing, distributing, listing, recommending, blending or serving spirits.

The judging panel includes senior bartenders, beverage directors, retail buyers, importers, distributors, master blenders and other industry professionals who understand spirits from both a technical and commercial perspective.

2. Complete Score Breakdown

Entrants receive a transparent breakdown showing how their spirit performed across the competition’s three judging criteria:

• Quality Score

• Value Score

• Packaging Score

• Overall Weighted Score

Quality represents 50% of the final score, while Value and Packaging each represent 25%. This gives producers a clearer understanding of where their spirit performed strongly and where improvements may be needed.

3. Detailed Constructive Feedback

Every entry receives practical feedback designed to help the producer strengthen the product and its commercial proposition.

How to Improve This Product

Judges may provide recommendations relating to flavour, balance, aroma, mouthfeel, finish, packaging, shelf appeal, pricing perception, positioning or overall market readiness.

How to Market and Sell This Product

Entrants also receive buyer-focused feedback covering areas such as target consumers, drinking occasions, retail and on-trade positioning, price fit, route to market, shelf placement, distributor potential and suitability for different sales channels.

4. See Who Judged Your Spirit

The London Spirits Competition provides greater judging transparency by showing entrants the professionals who evaluated their products.

The “Tasted By” feature allows producers to understand the experience, expertise and commercial perspective behind their scores and feedback.

5. Buyer Market Intelligence Report

Every entrant receives complimentary access to the exclusive London Spirits Competition Buyer Market Intelligence Report.

Developed from insights collected directly from bartenders, beverage directors, importers, distributors, retailers and spirits buyers, the report covers:

• What buyers consider when selecting new spirits

• Spirits categories showing the strongest growth

• Price points buyers are actively seeking

• Packaging and format trends

• Categories buyers are increasing or reducing

• How buyers discover new spirits brands

• Current purchasing and listing priorities

• Opportunities across retail and on-trade channels

This gives entrants a broader view of the market alongside the individual evaluation of their products.

6. Professional Tasting Notes

Every spirit receives professionally written tasting notes that producers can use across sales presentations, distributor materials, ecommerce listings, websites and marketing communications.

These notes provide an independent description of the spirit’s aroma, flavour, texture, balance and finish, helping communicate the product more effectively to buyers and consumers.

7. A Dedicated Product Page

Each entry receives its own product page on the London Spirits Competition website, showcasing the spirit’s:

• Product image and information

• Producer and brand details

• Professional tasting notes

• Competition scores and medal, where applicable

• Where-to-buy or purchase information

The page remains accessible throughout the year and provides a lasting digital reference for buyers and consumers searching for the product.

Additional Benefits for Winners

Winning spirits receive additional tools to help producers communicate and activate their results.

Official Winner Assets

Medal winners receive access to:

• Official medal artwork

• Digital award certificate

• Professional tasting notes

• Printable shelf talkers

• Press images

• Medal stickers available to order

These assets can be used across bottles, websites, ecommerce listings, distributor presentations, sell sheets, cocktail menus, social media and point-of-sale materials.

Trade and Consumer Visibility

Winning spirits are promoted through the London Spirits Competition and Beverage Trade Network media ecosystem, helping results reach bartenders, bar managers, beverage directors, importers, distributors, retailers and consumers internationally.

Selected winners may also receive editorial coverage, interviews, product features and inclusion in category-focused content.

Dedicated Winner Product Page

The spirit’s dedicated product page is updated with its medal, score, tasting notes and award information, creating an independent online reference that producers can share with buyers, distributors, venues and customers.

Enter for Insight, Recognition and Commercial Growth

The London Spirits Competition is designed to give producers more than a medal. Every entry provides professional evaluation, transparent scoring, constructive feedback and market intelligence from the people who buy, list, recommend and serve spirits.

Use your results to improve your product, strengthen your positioning and build more credible conversations with buyers and distribution partners.

Enter Your Spirits Now