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
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.
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.