The new London Spirits Competition looks to set a new benchmark for award-winning spirits by assessing them for their drinkability, their value for their money and what they look like with their packaging and design.

We're told to never judge a book by its cover. Which is very much the approach taken by the majority of spirit competitions around the world that only judge a spirit by how it tastes, with no consideration at all for what it looks like, and often how much it costs. America's Beverage Trade Network hopes to change all that with its new global awards initiative, the London Spirits Competition (LSC).

LSC Gold medalist believes there is very much room for a new awards competition that the average spirits drinker can relate to. A competition that is based on how they might judge a spirit. What it looks like on the shelf, or on a back bar, how much it costs, does it offer value for money, and then how much do they enjoy the spirit once it is opened. It is that crucial drinkability factor that will determine whether they go back another time for a second, third or fourth bottle.

"That is where we hope to make a difference with the London Spirits Competition," says Sid Patel, founder of the awards and chief executive of BTN. "We want to reward those brands and products that consumers actually want to buy, rather than simply recognize good quality spirits for their distillery ability alone."

Whilst spirits from all around the world can enter the LSC, London has been chosen as the hub of the competition to reflect its importance as still the center of the global spirit industry. "London is where everyone else in the world looks to first. It might be a cliche, but its true: if your spirit can make it London then it can make it anywhere else. London is where the world spirit trends start, it is the most competitive market to succeed in and that's why we want to celebrate it and make it the star of the London Spirits Competition," explains Patel.

JUDGING CRITERIA

For a spirit to stand out in the London Spirits Competition it has to perform well in each of three separate judging criteria:

Drinkability: All spirits will be initially tasted blind to assess their quality and how drinkable they are they for consumers in their target area. The London Spirits Competition wants to highlight spirits that are enjoyable to drink, and not just reward spirits where one glass is enough.

Value for money: Spirits will then be assessed to see how much value for money they are offering their target spirit drinkers at that price point.

Packaging and design: As the majority of spirit are bought with our eyes, the London Spirits Competition will recognize spirits that stand out on the shelf, or on a back bar, and will assess how well suited that design or packaging is to their target consumer group and at that price point. 

The LSC hopes to give shoppers the confidence to be able to buy spirits they know they will enjoy at the point of sale.

Patel explains the thinking about the judging criteria: "We want to give consumers a clear guide to the spirits that are best suited to their tastes and give them maximum value for money."

He adds: "With so many products now on the market it is increasingly confusing and difficult for all spirit drinkers, both enthusiasts, and the occasional drinkers, to really know what they are buying. We hope spirits that have won an LSC award will give them that confidence that this is a spirit worth buying.

"The LSC has been created to put consumers back in charge. To give them the reassurance that any of the award-winning spirits with the LSC logo will have been based on how drinkable they are, how much value for money they offer, and what they actually look like."

SCORING SYSTEM

A different weighting of scores will be allocated to each of the judging criteria from which a final score will determine if it is an awards winner. The scoring system will work based on the following:

Quality Score: will be marked out of 50.
Value Score: will be marked out of 25.
Packaging/Design Score: will be marked out of 25.

LSC Gold MedalLSC Silver MedalLSC Bronze Medal

Gold: to receive a Gold medal a spirit will need to score 90 or over.
Silver: a spirit will need to score between 76-89.
Bronze: and for a bronze, a spirit will need to score between 65-75.

"The idea of the scoring system is to align consumers with trade and rewrite the away awards are being given. We want to make the scoring system of TODAY and relevant. This will bring the respect back in the scoring system as the focus here is on the drinkability of the end consumer," says Patel.

To help identify its award-winning spirits, the LSC will work with a panel of commercially focused buyers currently working in either developing new spirits for the market or directly involved in buying spirit from all channels of the industry. They will be drawn from all channels of the industry from convenience, cash and carry through to multiple groceries, specialist spirit retailers, casual and fine dining, hospitality and travel retail.

"Our judges will be making decisions every day about the commercial viability of the spirits presented to them," adds Patel.

"We want them to regard the London Spirits Competition as an extension to the great work they are already doing in their respective businesses. Together we can help create a selection of the most robust and commercially viable spirits available in the world."

In summary, he adds: "After taking advice from leading spirit experts and spirit buyers, we decided it was time to re-write the books and make LSC scores something that the trade can rely upon when they make a buying decision. As Tim Hanni MW says the key is to make spirit that people like and it's time now for the spirit business to listen to their consumers and make the spirit they want to drink."

THE PROCESS

Pre-Registration: Now Till 31 October 2017
Registration Opens: 1 November 2017
Warehouse Opens For Samples: 1 November 2017
Registration Ends: 20 February 2018
Warehouse Closes For Samples: 20 February 2018
Judging: 8 & 9 March, 2018
Winners Announced: 30 March 2018

FEE SCHEDULE

£95: from 1 November 2017 to 31 January 2018
£125: from 1 February 2018 to 15 February 2018
£145: from 16 February 2018 to 20 February 2018

* If you would like any more information about the awards then please contact Sally at sally@londonspiritscompetition.com.