The clock is ticking on entering the 2022 London Wine, London Spirits and London Beer competitions if you want to take advantage of special pricing that ends on October 15.
“There was a clear gap between what our industry loves and what the actual consumers love. The idea behind the launch of the London Drinks Competitions was to make awards more relevant and be closer to the end consumer and the way they reward their wines, spirits and beers. More importantly, this is how the trade also rewards any brands they list.”
That’s how Sid Patel, founder of the London Drinks Competitions, describes the awards programme that he introduced in 2017 to offer a new way for drinks producers to have their products and brands assessed by leading buyers across the UK drinks industry.
The awards have subsequently gone to to rewards 1,000s of producers across the world for not just the quality of their beers, wines and ciders, but how well they are made in order to hit certain price points, offer excellent value for money and also look great on a retailer’s shelf, or the back bar of a leading bar or restaurant. Where possible only professionals with direct buying responsibilities in their roles are invited to be judges in the competition.
This year’s competition has seen a number of new judges added to the already impressive list of judges that Patel and his team have pulled together to help go through what is expected to be a big jump in entries for each of the awards. Big names to sign up for the 2022 competition include one of the biggest names in the world of bartender and cocktails – Salvatore Calabrese The competition also looks to have a Master of Wine or Master Sommelier, and at least one woman on each judging panel
Patel says it is important for him to be in close contact with his judges throughout the year to understand what would make their judging experience better and ensure only the best products are being awarded medals.
This year’s judges for the London Spirits Competition includes the legendary Salvatore Calabrese
Patel says it takes time for the competitions to take on a new judge. He explains why: “It is very important we have the same repeat judges in order to improve the consistency of the competition and that is why for any new judge to come on board, we take our time to make them understand the philosophy of the competition and also to see if they meet the criteria.”
But crucially it is their day-to-day buying experience that really counts and the decisions they are making about products in their outlets. “That way we can be assured we are rewarding the most commercially focused wines, beers and spirits there are in the market,” he adds.
Promoting to the consumer
Another key point of difference for the London Drinks Competitions is how they winning wines, beers and spirts and then promoted directly to consumers through the launch of the London Drinks Guide, a dedicated editorial platform that talks to brand owners, sommeliers and bar tenders about the drinks that win awards and where they are sold in both the on and off-trades.
London Drinks Competition winners will not only be promoted in London, but will be promoted in New York Drinks Guide, Paris Drinks Guide, San Francisco Drinks Guide, Mumbai Drinks Guide, Los Angeles Drinks Guide and Chicago Drinks Guide. Patel says it has plans to widen the exposure that brands can get with the public.
Scoring system
Judges in the London Wine Competition
Wines are judged on a 100-point scale. With different scores out of 100 given by each judge for its quality, value and packaging. Gold medals are given for wines scoring 90 to 100 points; Silver for scoring 76-89 points; and 65-75 points for Bronze.
Entering the 2022 Competition
Any importer, supplier or distributor that enters from now until October 15 can take advantage of super early bird pricing. See below for details.
Pricing 2022 awards
- Special Pricing Ends – October 15, 2021
- Registration Ends – Feb 28, 2022
- Warehouse Closes: March 4, 2022Judging Date: March 21, 2022
- Winners Announced: April 5, 2022
- Special Pricing Ends – October 15, 2021
- Registration Ends – Feb 28, 2022
- Warehouse Closes: March 4, 2022
- Judging Date: March 22, 2022
- Winners Announced: April 5, 2022
- Special Pricing Ends – October 15, 2021
- Registration Ends – February 28, 2022
- Warehouse Closes: March 4, 2022
- Judging Date: March 21, 2022
- Winners Announced: April 5, 2022
To find out more about how to enter the different awards click on the relevant link.
- London Wine Competition.
- London Spirits Competition.
- London Beer Competition
- London Drinks Competitions is owned by Beverage Trade Network, a US based media company that looks to create a global marketplace for suppliers and buyers to come together through its various awards, conferences and events. Its portfolio includes: International Bulk Wine and Spirits, USA Trade Tasting, Cannabis Drinks Expo. Future Drinks Expo, Cannabis Edibles Expo. Our competitions include Sommeliers Choice Awards, China Wine Competition, Paris Wine Cup, Bartenders Spirits Awards. Our media assets include Sommelier Business, Bartender Business, BevRoute, London Drinks Guide. .
