The seventh annual London Spirits Competition (LSC) will take place in 2024, and brands looking to get product feedback from leading trade buyers, are encouraged to submit their products now and take advantage of early bird discounts.

The LSC has been created by the Beverage Trade Network and was created to help drinks producers and brand owners get closer to buyers, distributors and retailers and also review products in the same way that consumers do.

Judges at LSC look at three key elements to the brands and products they review: what they taste like; what the bottle or design looks like; and how much it costs. A score is given by judges for each criteria which together creates the London Spirits Competition score on which the medal awarded is given.

Organisers said: “The London Spirits Competition prides itself on having award winning buyers, bartenders and some of the most influential people working in the UK spirits industry. Individuals that are tasked every day in deciding which products and brands are going to go on back bars and on to drinks lists on some of the most influential venues and bars in the world.”

In addition to the score and medals awarded, all entrants to LSC receive comprehensive feedback, which includes professional tasting notes, technical feedback from buyers on improving production processes and market feedback from buyers on how the product aligns with its home country’s competition.

The LSC has worked on building its reputation around the world since its launch seven years ago, particularly among the leading distillers, brand owners and drinks distributors.

Organisers added: “The London Spirits Competition looks to recognise, reward, and help promote spirits brands that have successfully been created to identify with and target a specific spirits drinker. For any spirit brand to earn its place on a retailer’s shelf or a restaurant’s spirits 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 Spirits Competition is different. It will single out and shine the spotlight on those spirit brands that consumers really want to buy and have a clear market value for trade buyers.

“To be an award winner you will need to have a top-quality spirit, 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.”

Submissions are now open, with super-early bird discounts ending on September 30, 2023, with shipments not needing to take place until early next year. Register your spirits today.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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