The London Spirits Competition looks to recognize, reward and help promote spirits brands that have successfully been created to identify with and target a specific spirits drinker.

For any spirits brand to earn its place on a retailer’s shelf or a restaurant’s spirits list – and then vitally stay there – they need to be marketable and consumer driven and not just produced in the general hope it can find enough people willing to sell and buy it.

That is why the London Spirits Competition is different. It will single out and shine the spotlight on those spirits brands that consumers really want to buy and have a clear market value for trade buyers.

JUDGING CRITERIA:
To win a London Spirits Competition award you will need to score highly in all three areas of our judging criteria. You might have outstanding quality spirits, but if the price and packaging is not right then you don’t, in commercial terms, have winning spirits. And you will not be recognized by the London Spirits Competition.

There is no point, for example, in having 95 point spirits if it does not look good or offer consumers great value for money. Those points mean it will remain highly respected within the trade, but it will also remain largely unsold on the shelf or languishing on a restaurant’s spirits list.

SCORING SYSTEM
That is why the London Spirits Competition will be decided based on the following judging formula:

Q (Quality Score) Value Score (V) Package Score (P) = London Spirits Competition Score.

A separate weighted score will be given for each of the three parts of the judging process. The scores will be added up to give a final score from which individual prizes will be awarded.

Quality Score: will be marked out of 50

Value Score: will be marked out of 25

Package Score: will be marked out of 25

Winners announced April 30, 2020.