The questions independent drinks founders ask most — answered. Distilled from years of community knowledge so the good stuff never disappears in the feed again.
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