The Buyer
London Spirits Competition: why early bird pricing makes sense

London Spirits Competition: why early bird pricing makes sense

The world’s best spirits will once again be battling it out and vying for attention in the London Spirits Competition, which goes into its fourth year on the back of record entries for the 2020 event, increased recognition around the world and a new consumer website, The London Drinks Guide, that has been launched by its organisers to help promote the brands, distillers and their importers who pick up medals and trophies in the event.

Richard Siddle
24th November 2020by Richard Siddle
posted in Awards,

When it comes to competing on the back bar of the most prestigious outlets in the world then knowing you are amongst the best in class in London stands for a lot. That’s what is up for grabs in the 2021 London Spirits Competition which is open now for early bird rates up to November 30.

Winning a medal in an international drinks competition has long been regarded as key to getting into the minds of the most important drinks buyers who might end up listing and stocking your brand.

The London Spirits Competition looks to take that to the next stage in two key ways.

Influential judges

First its judges are made up of some of the most influential bar tenders, mixologists, bar managers and owners in London – arguably the world’s most prestigious and influential drinks and spirits market in the world. If you can make it in London, then there is no reason why you can’t make it any other city.

By tasting, sipping and assessing your products the judges are also the ones that will potentially then go on to then pour and serve them in their outlets.

London Drinks Guide

Secondly the London Spirits Competition is now supported by the launch of the London Drinks Guide that has been introduced this year by the event owners, the Beverage Trade Network, to act as a platform to help promote and share the stories of the brands, distillers and importers of the products that make up is medal and trophy winners.

The Guide also goes behind the scenes at many of the capital’s top bars, pubs and restaurants to talk first hard to those working there and sharing their experiences of what drinks are selling and why.

Sid Patel, founder of the London competitions and chief executive of the Beverage Trade Network told The Buyer the reason why it has launched the London Drinks Guide is in direct response to the needs and wishes of the drinks companies entering their brands into the competition.

As he explains: “Time and again they said they want an event that their customers can truly relate to. By introducing the London Drinks Guide we have that direct connection with the consumer, the drinks enthusiast who is keen to find out more about the drinks they buying. That’s what the London Spirits Competition is here to do.”

Other new initiatives

London Spirits Competition winners will also be integrated with BTN’s new direct to consumer platform Get Drinks Delivered for producers and brands looking to grow their direct to consumer sales.

Entrants will now get tasting notes, shelf talker templates with tasting notes and scores when the 2021 results are announced. Like the ones here for the London Wine Competition.

The shelf talkers will be available in the entrant’s zone free of cost. Along with the above new features, The Top 100 wine list of the best performing wines, spirits and beers in the London Competitions will help give consumers an even bigger steer on what products they should be buying.

Judging process
In keeping with the other London Competitions drinks are also judged on how they taste, their quality, their price, their packaging and design. All those factors are taken into consideration before awarding a medal. That is the way the consumer buys. They buy with their eyes, their wallet and their taste, says Patel.

The judging is broken down like this: Q (Quality Score) + Value Score (V) + Package Score (P) = London Wine Competition Score.

A separate weighted score is given for each of the three parts of the judging process (Quality gets twice the weight.

  • Quality score: marked out of 100.
  • Value score: marked out of 100
  • Packaging score: marked out of 100.

Key Dates for 2021 competition:

Fee Schedule:
£125 Early Bird: Up to November 30, 2020
£170 Regular: December 1 to February 20, 2021.

Registration Ends: February 20, 2021
Warehouse Closes for entries: February 26, 2021

Judging Date: March 17, 2021
Winners Announced: March 30, 2021