The Buyer | People's Choice Drinks Awards are now open for 2027 entries

The entry process for the People's Choice Drinks Awards are well and truly with Early Bird entries available from now until November 8 with final entries closing on midnight on January 10, 2027.

To enter:

People’s Choice Wine Awards: https://peopleschoicedrinksawards.com/pcwa/enter-the-wine-awards/

People’s Choice Spirits Awards: https://peopleschoicedrinksawards.com/pcsa/enter-the-spirits-awards/

What plans do you have the 2027 awards?

The biggest change will be behind the scenes, with WineWorks Studio taking over as custodians of the awards from Janet Harrison and Judy Kendrick.

After 10 successful years, we’re very conscious that the People’s Choice Drink Awards have developed a format, ethos and community that works extremely well and our starting point is straight forward, if it’s not broken, don’t fix it.

What makes these awards different is the involvement of consumers as well as drinks professionals in the judging process and that they judge products according to real-life drinking occasions. That remains absolutely central to the awards and our focus for this year is to build on the strong foundations Janet and Judy have created rather than changing things for the sake of it.

Janet and Judy will also be supporting us throughout the handover, so there will be plenty of continuity as the awards move into this next chapter.

The awards have always taken place in Manchester. Will you be staying there?

The UK government has only recently established Number 10 North, but Manchester has been the home of the People’s Choice Drink Awards for a decade and we wouldn’t dream of changing that.

As we celebrate our 10th anniversary, it feels more important than ever to stay true to our roots. New Century, has proved to be a fantastic home for the ceremony, so we very much hope to be back there in April 2027 for another brilliant night celebrating the people, products and personalities that make the awards what they are.

Expect the same relaxed, welcoming atmosphere, great wines, trophies and a lot of fun.

Will the judging process with consumers stay the same?

Yes, it’s fundamental to the awards.

Approximately 30% of our judging panels are made up of industry professionals, including respected buyers, sommeliers, independent retailers, importers, distributors and drinks journalists, who judge alongside knowledgeable and enthusiastic consumers.

It creates really interesting discussions where drinks professionals get to hear first-hand how consumers respond to the products, the language they use and what influences their choices. Consumer judges have the opportunity to taste and discuss products alongside people working professionally within the drinks industry.

Many of our consumer judges have WSET qualifications, and we also attract WSET Diploma students keen to put their knowledge into practice.

It’s this combination of consumer opinion and professional expertise that makes the People’s Choice Drink Awards distinctive and we have no intention of changing it.

What can entrants expect?

Continuity is important. Categories such as Best House Wine and Sommelier’s Choice have helped strengthen the Awards’ relevance to the on-trade, alongside the established consumer-focused categories based around genuine drinking occasions.

The awards are not purely for the off-trade. The medals and judging feedback can be just as valuable for restaurants, bars and their suppliers because the categories and judging process are built around the way people actually choose, buy and enjoy wine.

Gold Commendations will also continue to recognise wines which achieve particularly strong scores in closely contested categories.

We don’t want to create medals for the sake of creating more winners. A People’s Choice medal must mean something, so maintaining the credibility and value of the awards is key.

And what about the People’s Choice Spirits Awards?

Again, we want to build on what is already working.

The refreshed categories introduced in recent years have been particularly successful, including Cocktail Hour across tequila, rum and premium RTD cocktails, as well as Aperitivo Time for vermouth and lighter aperitifs.

No and low alcohol also continues to be an important area of the competition particularly as there is much more choice out there for consumers on the market.

The spirits judging once again brings together a mix of consumers and professionals, including members of established spirits communities and clubs. That combination of expertise, enthusiasm and consumer opinion is exactly what the People’s Choice Drinks Awards are about.

Why enter?

One of the most valuable elements of the awards is the detailed feedback available to entrants following judging.

The comments from both the consumer and professional judges provide brands and suppliers with insight into how their products are perceived by both the trade and the people ultimately buying and drinking them.

That can be incredibly useful for marketing and communications, but also for assessing new products, blends, styles and positioning.

Entrants also receive their scores, providing another valuable benchmark alongside the judges’ qualitative feedback.

This kind of consumer insight often requires significant investment and dedicated research, so having it available as part of the awards represents considerable added value.

Medal artwork also remains available free of charge. We want the winners to celebrate and maximise their success on bottles, packaging, websites, social media and through their marketing channels.

What does the 10th anniversary mean for the awards?

It gives us a brilliant opportunity both to celebrate what Janet and Judy have created and to look ahead to the next 10 years.

So much has been achieved and the awards have grown organically, developing a very loyal community of entrants, judges, sponsors and supporters who genuinely believe in what they stand for. As the new custodians, our role is to protect the awards and look for opportunities to grow their reach and relevance over time. For 2027, though, our mantra remains: if it’s not broken, don’t fix it!