Ask the Collective

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.