The London Beer Competition looks to recognise, reward and help promote beer brands that have successfully been created to identify with and target a specific beer drinker. For any beer brand to earn its place on a retailer’s shelf or a restaurant’s beer list - and then vitally stay there - they need to be marketable and consumer driven and not just produced in the general hope it can find enough people willing to sell and buy it.
That is why the London Beer Competition is different. It will single out and shine the spotlight on those beer brands that consumers really want to buy and have a clear market value for trade buyers.
A competition that will judge beer in three key areas:
1. Their quality.
2. Their value for money.
3. What they look like.
To be an award winner you will need to have a top quality beer, that offers both the trade and the consumer great value for money, and you will need to look good and truly stand out on the shelf and on the back bar.
The London Beer Competition is not about recognising beer that achieves the best quality scores, but you would struggle to drink more than a glass of. We want to celebrate beer that is both enjoyable and easy to drink. Beer that is well balanced, where their acidity, tannins and alcohol levels all work seamlessly together. That’s the quality factor.
You don't need to be the cheapest beer on the shelf to offer the best value for money. Far from it. A beer may have a high price tag, but can still offer great value providing it delivers the right quality and taste for a beer at that price point. The London Beer Competition will assess each beer for how much value it is offering its customers.
This is arguably the most important part of a beer brand to get right. For, after all, what a beer brand looks like is how every consumer chooses the beer they want to drink. With their eyes first. Up to 65% of consumers will try a new beer just because it looks good and if you can match that with a price and quality of beer that offers great value for money, then you are more than halfway home. The London Beer Competition will reward those brands that show they understand their customers, and the price category they are operating in, and have produced a design and package with the right personality to attract and keep their attention.
For further information: London Beer Competition
Up to: 23/03/2020