In the competitive world of drinks retailing, London still remains arguably the most important shop window for any wine, beer or spirits to make their mark. As the saying goes - if you can make it big in London (or the UK), you can make it big anywhere.
The judging attracts some of the drinks industry's leading talents - like Christopher Delalonde MS
Yes, there are more profits and margins to be had in other markets and the duty and pricing pressures makes the UK a difficult place to be, but when it comes to attracting the best drinks buyers, sommeliers, retailers, wine writers, Masters of Wine and Master Sommeliers then London and the UK still sets the pace.
Which is why the London Wine, London Beer and London Spirits Competitions have become such an important opportunity for brands and producers to have their products assessed by some of the most important and influential buyers in the world.
The entry process for the 2025 awards is well underway with early bird pricing about to finish on November 30. Here’s what the awards can offer you.
Unique judging criteria
Judges with direct drinks buying exeprience make up the vast majority of judges in the London Competitions
The three separate London Competitions were devised in order to assess beers, wines and spirits in the same way that consumers do when deciding which drink to buy in a busy bar, or bustling supermarket. The competitions focuses on three crucial criteria: Quality, Value, and Packaging.
Quality: All products are judged by those with direct buying experience from right across the industry including bartenders, drinks buyers, sommeliers, Masters of Wine and Master Sommeliers, who are tasked initially with assessing each product, blind, for quality.
Value: Each product is then assessed for its value for money and how that compares to its quality.
Packaging: All drinks our bought with our eyes so each product is also assessed for its packaging and design and how well they match up to its quality and value for money.
Each product also receives feedback from the judging panel on how well it performed in each area with suggestions on how it might be improved.
Marketing
The London Competition organisers, the Beverage Trade Network, has worked hard over recent years to give each of the products that win medals and trophies the chance for added promotional activity through its own network of international publications, but also through strategic m media partnerships - like with The Buyer in the UK. That also includes features and highlights of brands in titles such as the London Drinks Guide.
How to enter 2024 London Competitions
To take advantage of the early bird pricing that ends on November 30 go to the individual websites for the three competitions and follow the entry process:
Fee schedule
London Wine and London Beer Competition
Early Bird - September 1 2024 to 30 November 30 2024
Regular - December 1 2024 to 28 February 28 2025
London Spirits Competition
Early Bird - September 1 2024 to November 30 2024
Regular - December 1 2024 to February 28 2025
