The Buyer
New global ambassadors to help promote the London Competitions

New global ambassadors to help promote the London Competitions

The London Spirits Competition, London Wine Competition and London Beer Competition might be judged by drinks experts and buyers based in the UK, but they are very much a global competition attracting entries from distillers, breweries and wine producers all over the world. To help promote and explain what the London Competitions can do internationally, its organisers have announced a second batch of regional and category ambassadors and experts for its 2025 awards. It is also a good opportunity to remind you of early bird pricing offering special discounts for those entering their products by August 31.

Richard Siddle
10th August 2024by Richard Siddle
posted in Awards,

The London Competitions for wine, spirits and beer have had a clear goal from when they were first introduced eight years ago. To create a new highly respected drinks awards programme that would judge products in the way that consumers buy them. By what they taste like, what they look like and how much they cost - and only using top drinks experts, with active buying responsibilities, as its judges.

But it also wants to help drinks producers and brand owners tell their story in their key export markets. That by winning a medal in a London Competition can be seen as an international benchmark that deserves recognition around the world.

By establishing ambassadors, category champions and experts in key global drinksmarkets it hopes it can carry that message through their individual personalities and personal networks.

This year’s batch have been chosen for their expertise and focus on sustainability and the growing low and no-alcohol categories. Let’s introduce them:

Marinela Ardelean

The Buyer

Marinela Ardelean has been a key figure in promoting wines from Romania

  • Region and Category of Focus: Romania and Italy
  • Beverage Type: Wine
  • Role: Expert

Marinela Ardelean, a distinguished wine expert and author, is a fervent advocate of Romanian wines. Hailing from Maramureș, Transylvania, Ardelean holds a doctoral degree in marketing and numerous certifications from prestigious wine institutions. She founded RO-Wine, the International Wine Festival of Romania, and created Wines of Romania to promote Romanian wines on a global scale. Her extensive experience includes roles such as lecturer, business development manager, and brand ambassador, consistently promoting Romanian wines internationally.

Irem Eren

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Irem Eren is a leading expert in low and no-alcohol wines in her role at BevZero

  • Region and Category of Focus: EU, U.S.
  • Beverage Type: Low and No Alcohol
  • Role: Expert

Irem Eren is an expert in low and no-alcohol products and brings vast international experience to the table. She holds a WSET Diploma and is currently pursuing a Master of Wine. Eren has worked across a number of areas in the trade including production, sales, marketing, and business development. She is the business development director at BevZero in the US and an educator and editor at WSET, focusing on innovative solutions like de-alcoholisation and NA beverage development.

Santanu Chanda

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Santanu Chanda is leading mixologist and group beverage manager at PVR in India

  • Region and Category of Focus: Global
  • Beverage Type: Spirits and Cocktails
  • Role: Expert

Santanu Chanda is an acclaimed mixologist with extensive experience in the food and beverage industry. Known for winning multiple prestigious mixology competitions worldwide, Chanda excels in creating innovative bar programs. He aims to showcase cocktails as an art form, bringing together ideas and concepts for a holistic experience. He is group beverage manager at PVR in India.

New audiences

It is hoped the new ambassadors can help raise the profile for the London Competitions in key target countries including Turkey, Romania, Germany, Spain, and Italy, as well as emerging markets such as Asia and South America. There will be a particular focus on pushing low and no activities in Turkey, Italy and France.

The London Competitions will also look to collaborate with regional and country-specific wine, spirits, and beer associations around the world to help their producer members connect with buyers, distributors, and retailers in their target markets.

How to enter 2024 London Competitions

To take advantage of the super early bird pricing that ends on August 31 go to the individual websites for the three competitions and follow the entry process:

Fee schedule

London Wine and London Beer Competition

£90 Super Early Bird - May 1 2024 to August 31 2024
£120 Early Bird - September 1 2024 to 30 November 30 2024
£140 Regular - December 1 2024 to 28 February 28 2025

London Spirits Competition

£110 Super Early Bird - May 1 2024 to August 31 2024
£140 Early Bird - September 1 2024 to November 30 2024
£180 Regular - December 1 2024 to February 28 2025



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