Ask the Collective
The questions independent drinks founders ask most — answered. Distilled from years of community knowledge so the good stuff never disappears in the feed again.
Which industry awards competitions are worth entering for credibility and ROI, and what's the best strategy for competition submissions?
The awards landscape is increasingly crowded and many competitions have diminished value. Members recommend a focused, strategic approach rather than entering multiple competitions. **Most valued competitions globally:** - **San Francisco World Spirits Competition** — cited as the most globally recognised and prestigious; has separate sections for liquid and design. However, one member cautioned they're "constantly surprised at the top award winners." - **IWSC (International Wine and Spirit Competition)** — particularly strong in South-East Asia and Europe; holds good traction in different markets than San Francisco - Members noted that **different regions favour different competitions** — IWSC may carry more weight in SE Asia and Europe, San Francisco stateside; impact may vary by spirit category **Strategy recommendations:** - **Enter 1–2 prestigious awards per year maximum** — don't enter multiple competitions. Once you have a couple of wins, stop entering unless pursuing a specific strategy. - **Rotate which SKU you enter** — if you have 3 products, enter a different one each year rather than entering all categories repeatedly - **Choose based on your target market** — tailor competition selection to geographic expansion plans and where those awards hold sway - **Leverage wins for PR and trade conversation** — the real value isn't consumer-facing (most don't know the difference between awarding bodies); instead use wins to generate media coverage, give sales teams talking points with the trade, and provide independent quality verification - **The Grey Goose precedent** — a legendary example: they won San Francisco on first entry, claimed the title publicly, then never entered again. This only works if the competition awards a single winner (not multiple golds) - **Enter international awards for distributor prospecting** — some members noted that competing in international competitions like International Spirit Selection puts your brand in front of judges who are often distributors, leading to unsolicited distributor enquiries in new markets **Caveats:** - Many competitions are "a bit of a racket" with high entry fees and diluted credibility from handing out too many medals - Importers and buyers don't typically ask for awards; liquor boards (like Canada's LCBO) may reference them, but don't rely on awards alone to drive rotation - Consumer purchasing decisions are ultimately taste-based, not award-based - Resting on a win without active promotion is a wasted entry fee
How much commercial return do spirits competition awards (e.g., London Spirits, IWSC) actually deliver—do they drive sales conversations or are they mainly for marketing collateral?
Members' experience suggests awards have **limited direct sales impact** but can be useful for **marketing and distribution leverage** if deployed strategically. **Direct commercial conversations:** The blind judging format means judges don't see who made the product, so don't expect to network with them or generate sales leads during the competition itself. Several members entered competitions and saw no follow-up commercial interest afterwards, despite winning medals. **Marketing and retailer credibility:** Where awards work is as a **sticker for retailers** and **credentials for distributors**—if you're trying to convince buyers that your product is credible, a gold or silver from a recognised body helps. One member noted that winning "same or better than bigger-well-established brands" helps build consumer trust and can be leveraged in marketing. **Quality concerns:** Members flagged **significant issues with tasting notes accuracy**—multiple people reported receiving shelf-wobblers or labels with incorrect botanical descriptions that don't match the spirit. One member received notes crediting a botanical not in their gin. This raises questions about judging rigor, particularly at **IWSC** (which had similar accuracy problems reported). **International variation:** Awards carry different weight by channel and geography. One member noted their non-alcoholic brand won double golds in San Francisco but got very different results in New York with the same body—so the same award may mean different things to different markets. **Frequency:** Members suggest entering **once every 2–3 years** rather than repeatedly, unless you believe a previous result was unfair. One entry per year is the lower end; entering multiple times annually is usually not cost-effective unless you have a specific channel goal and a new product to test. **The caveat:** To get actual ROI, you need to know **how to leverage the award for your specific channel**—it's not automatic. Simply winning a gold from IWSC may not drive sales unless you actively use it in distributor pitches or retailer negotiations. Also watch for scams in award bodies (one member noted some are legitimate, others not)—vet before paying entry fees.
Which drinks industry awards are genuinely valuable to enter, and how should brands decide where to invest their entry fees?
Members agree that most awards are low-value pay-to-play exercises, but a small number are worth entering. **IWSC** (International Wine & Spirit Competition) is described as the most rigorous and reputable. **San Francisco World Spirits Competition** is also recommended as genuinely useful. Beyond these two, members suggest a strategic approach: enter awards based on whether the certifying body is referenced in tender processes by key buyers (such as LCBO in Canada). Rather than chasing numerous awards, the community takes a restrained approach, carefully selecting only those that carry real buyer recognition in your target markets. Most awards offer little tangible value and should be avoided.
Which industry awards should UK drinks brands prioritize entering?
The community consensus is to be selective with awards rather than enter everything — they're expensive and many feel like a racket. Members recommend focusing on the most recognized and credible ones: - **San Francisco World Spirits Competition (SF)** — consistently cited as a top-tier award worth entering; members mentioned having SF Gold medals - **IWSC (International Wine and Spirit Competition)** — listed among the most-recognized competitions - **Great Taste Awards** — included in the trio of awards members prioritize - **Spirits Business Awards / Scotch Masters** — mentioned with some hesitation; one member questioned whether the link to spirits press justifies the entry cost, leaning toward "probably not essential if you already have major awards" The broader advice: if you already have a major award like SF Gold, diminishing returns kick in fast. One member quoted the philosophy "the only award that matters is the empty bottle award" — i.e., repeat customers matter more than trophy collection. Budget and press relevance should guide your choices rather than trying to enter every available competition.
How reliable and accurate are spirits competition tasting notes and judging feedback?
Members have found significant accuracy issues with major spirits competitions, including inaccurate botanical descriptions in feedback. The tasting notes provided by judges sometimes reference botanicals not actually in the spirit, or describe flavour profiles that don't match the product. This is frustrating given the effort invested in production quality. **Key findings:** - **IWSC** — Members reported receiving tasting notes that referenced botanicals not in their gin, causing frustration with the judging consistency - **San Francisco vs. NY competitions** — The same competition body (e.g. San Francisco spirits awards) can produce very different results across locations, suggesting inconsistent judging standards - **Credibility for retail/distribution** — Awards can help with retailer shelf placement or distributor credentials, but the real value depends on how well you leverage the award in your target channel, not just the medal itself - **Limited post-award interest** — Members noted that winning awards didn't automatically generate interest from buyers or distributors afterwards **Entry strategy:** Rather than entering repeatedly every year, members suggest entering every 2–3 years, or more frequently only if you believe a result was genuinely incorrect. One strong gold can be enough to leverage; the key is knowing how to use it strategically for your specific sales channel rather than chasing medals for their own sake. **Caveat:** Results vary significantly by spirit category (whisky vs. gin vs. non-alcoholic), so the value of repeated entries depends on your product type and distribution goals.
How do you enter food and drink quality awards like the Great Taste Awards?
Members report that **Guild of Fine Food** is the official and trusted route for entering major UK drinks and food quality awards, including the Great Taste Awards. Visit https://gff.co.uk to access their entry process. Members noted that some award websites can appear questionable, so going through an established organisation like Guild of Fine Food helps ensure legitimacy and proper entry procedures.