The London Wine and Spirits Competitions, now in their ninth year, are a must for any existing or aspiring wine or spirits brand wanting to make their mark in the drinks sector and stand out in an increasingly crowded marketplace.
With a plethora of new drinks being launched every year, getting recognised and being distinguishable from the mass of competing products is becoming ever more challenging for brands, both for new launches and those which are better established. But that’s where entering the London Competitions can prove to be of real benefit.
The two competitions – one exclusively aimed at wine and the other for spirits, are run in tandem and are now open for entries for 2026, with an early bird discount available for entries received before the end of November.
The competitions are rigorously assessed by an expert panel of judges, most of whom are in active buying roles across the premium on and off-tree including head retail buyers to sommeliers, mixologists, bar managers, distillers, Masters of Wine and Master Sommeliers.
Top business judges
Some of the judges for the 2025 London Wine Competition
They bring not only their world class palates to the table, but their real-market expertise with them too, enabling them to best identify those wines and spirits which truly resonate, not only in the glass but just as importantly, on the shelf and how much they will appeal to their customers.
The 2026 judging panel for the London Wine Competition includes amongst others big hitters Federico Moccia, head sommelier at 67 Pall Mall; Yves Desmaris, senior sommelier at Galvin la Chapelle; low and no alcohol expert Irem Eren; Dan Belmont, the director and wine buyer at Good Wine Good people; Marinela Ardelean, owner of Wines of Romania; Emily Brighton MW at North South Wines; Joshua Castle, the group head buyer for Keeling Andrew, Noble Rot and Shrine to the Vine; Luke Harbor, group beverage director the Pig Hotels Group; Sara Muirhead MW; and Tim Triptree MW, international director, wine, at Christie’s.
The London Spirits Competition has judged from both major drinks companies and leading bar figures
Next year’s London Spirits Competition judging panel also includes some of the very best in the business, and has been bolstered by the inclusion of Emma Walker, master blender at Johnnie Walker; Craig Wallace, whisky creation leader and master blender at Diageo; Dennis Sadovyak, bar manager at the Wolseley Hospitality Group; Oscar Angeloni, bar manager at the Connaught; Stephanie Macleod, master blender at Scotch Whisky for Bacardi; and Claudia Carrozzi, head of beverage at Cunard and UKBG president.
Design and quality
What makes the London Wine and London Spirits Competitions different from other major international drinks events is the fact all entries are judged on their quality, their value for money and what they look like on shelf or on a back.
The three main factors influencing most consumers’ buying decisions, but also on their sheer marketability. Little point in dreaming up an esoteric brand with a fancy label only for it to sink without trace in the marketplace because it has failed to make sufficient impact on the shelf or to register with consumers.
The London Competition judges are tasked with rewarding those products that have that elusive combination of quality – based on its taste, appearance, aroma, body, and aftertaste – its value for money – how well a particular brand vs its quality – and its packaging and design and whether that lives up to the quality and value for money of the product.
Gold, silver and bronze medals are awarded to the best in class.
The award winners are also supported by a strong consumer awareness campaign conducted largely via social media.
What’s it like to win
Katy and Jonny Ingledew says winning a London Spirits Competition Gold medal has helped it get major listings .
Previous winner in the London Spirits Competition is the Hebrides-based North Uist Distillery Company which was awarded a gold medal for its Downpour Gin in the 2024 London SpiritsCompetition.
“Being a medal winner at the LSC has had a significant impact on our sales,” says founder and owner Jonny Ingledew. “One of our business goals for the year was to gain more traction in the on-trade. Recognition from the LSC has acted as a seal of approval as the competition is judged by some of the world’s leading figures from the hospitality sector.”
This, he says, has directly led to the brand securing listings in a “high end UK wide department store” whose buyer was on the judging panel and was suitably impressed by the distillery’s products.
The win has also even helped open up new export markets for the distiller, after being approached by an importer who had seen coverage of their success in the London Competition.
“The 2026 competitions introduce a powerful suite of benefits designed to help the winners achieve greater visibility, stronger traction and global consumer recognition,” confirms Sid Patel, the London Competitions’ founder and chief executive of global drinks events and publishing services group Beverage Trade Network which organises the events.
“Our growing ecosystem of awards, outreach and AI powered trade support is what makes the Competitions more than just a medal; they are now a launchpad for global brand success, and 2026 is set to build on that even further.”
Key Dates for both competitions:
Early Bird deadline – November 30 2025, fee £120.
Enter London Wine Competition here.
Enter London Spirits Competition here.
Regular Deadline – February 28 2026, fee £140.
Quantity discount – 4-9 entries, 10% discount.
10-14 entries – 15% discount.
15 or more entries – 20% discount.
Warehouse closes – March 7 2026.
Winners announced – April 22 2026.
Wine judging – March 23-24 2026
Spirits judging – March 24-25 2026
Dining and Cooking