Educating Bartenders Worldwide.
By Beverage Trade Network
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 beverage drinker. For any spirits brand to earn its place on a retailer's shelf or a restaurant's menu - 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. The competitions 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.
The London Spirits Competition will judge spirits in three key areas:
1. Their quality.
2. Their value for money.
3. What they look like.
To be an award winner you will need to have a top-quality brand, that offers both the trade and the consumer great value for money, and you will need to look good and truly stand out on the shelf and on the back bar.
The London Spirits Competition is not about recognizing brands that achieve the best quality scores, but you would struggle to drink more than a glass of. We want to celebrate spirits that are both enjoyable and easy to drink. Products that are well balanced, where their acidity, tannins, and alcohol levels all work seamlessly together. That's the drinkability factor.
You don't need to be the cheapest spirits on the shelf to offer the best value for money. Far from it. A brand may have a high price tag, but can still offer great value providing it delivers the right quality and taste for a product at that price point. The London Spirits Competition will assess each product for how much value it is offering its customers.
This is arguably the most important part of a spirits brand to get right. For, after all, what a brand looks like is how every consumer chooses what they want to drink. With their eyes first. Up to 65% of consumers will try a new beverage just because it looks good and if you can match that with a price and quality of the product that offers great value for money, then you are more than halfway home. The London Spirits Competition will reward those brands that show they understand their customers, and the price category they are operating in, and have produced a design and package with the right personality to attract and keep their attention.
Crucially all the winners in the London Spirits Competitions will give future trade buyers, be they for a supermarket, specialist retailer, casual dining, or upmarket restaurant, the re-assurance that these are spirits that their customers want to buy.
Gary Burdekin is one of the professional spirits buyers and bartenders who help judge the London Spirits Competition
The London Spirits Competitions also recognizes the huge talent and skills that now exist right through the alco-bev supply chain. From the growers and producers that are making the product; through to the specialist importers and wholesalers that help bring them to market; along with the designers, packaging experts, and brand development teams that ensure there is a market and customer base to sell to.
Winners in the London Spirits Competitions will receive either a Gold, Silver or Bronze award and be supported by a strong consumer awareness campaign, particularly through social media channels and wine comparison apps, to promote this new global competition.
The London Spirits Competition has been created exclusively by the Beverage Trade Network, the US drinks events, services, business, and publishing group dedicated to helping drinks producers and brand owners get closer to the buyers, distributors, and retailers that can bring their products to market. Winners will also be promoted on Beverage Trade Network's London media asset 'London Drinks Guide'.
Register your Spirits today with an Early Bird discount and save £45 per entry. Ship your samples later. (Must enter by e December 10, 2021).