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 and competitions should spirits brands prioritise based on their target market strategy?
The value of industry awards depends heavily on your target market. Members identify a clear hierarchy: **For B2C/Consumer Recognition:** - **Great Taste Awards** — the only award consumers consistently recognise across retail and direct channels. At £40 per entry with cheap stickers, it offers the best ROI for consumer-facing brands. The award itself (bronze/silver/gold) is easily understood by the public, unlike most trade-only medals. **For Trade/On-Trade (UK):** - **CLASS Brand Awards** — particularly valuable for building trust in quality within the top-tier on-trade. Brings together highly regarded industry professionals and has strong buyer attendance. Best leveraged as a sponsorship opportunity to connect with decision-makers before/after the event rather than at the event itself. - **International Spirits Challenge (ISC)** — top-tier trade recognition, though entry costs have become "stupidly expensive" with "little to no reward" relative to other options. - **IWSC** — globally recognised across the entire industry. One of only two awards that pay judges for their time (the other being World Drinks Awards), meaning better judging talent. Members note this works well for distributor credibility. **Global/Export Strategy:** - **IWSC** — the only award that "actually matters and is recognised in every part of the industry" globally. - **San Francisco World Spirits Competition** — holds significant sway in the US market, though members debate how many spirit brands actually use these medals on bottles. **Strategic Approach:** Members emphasise that awards are increasingly commoditised, with most competitions awarding so many medals (gold/silver/bronze) that consumer recognition is diluted. The real value comes from: (1) choosing awards aligned to your specific market (consumer vs. trade vs. export), and (2) actively leveraging the award afterward through marketing, distributor pitches, and networking—not just "moving on after the champagne hangover has faded." A "double whammy" strategy of nailing both IWSC and Great Taste covers global credibility and UK consumer recognition. Members question whether entering multiple times after an initial win adds meaningful value, though anecdotal evidence suggests distributor interest can spike following awards (e.g., Taiwan distributor outreach after World Liqueur Awards win). **Caveats:** - Most awards are now seen as "wallpaper" with commercial insignificance due to oversupply. - Many brands don't put medals on bottles, limiting consumer-facing ROI. - Entry costs are high for ISC and similar trade-only awards relative to actual business impact. - Consumer recognition is the exception (Great Taste); most other awards only resonate within industry circles.
Is it worth repeatedly entering spirits competitions and awards, or should you focus on one strong award and leverage it?
The community suggests a selective, periodic approach rather than chasing awards annually. Members recommend entering competitions roughly **every 2–3 years** rather than repeatedly, unless you feel the previous result didn't represent your product fairly. The frequency may depend on your category: if you're in a niche or undefined category (like non-alcoholic spirits), a single strong award may suffice and be easier to leverage; however, if you're competing in a crowded category like whisky, more frequent entries might be justified to build broader recognition. The key is strategic timing—enter when you have confidence in the result, then leverage that win across marketing and sales for the intervening years before considering the next competition.