At the 7th London Spirits Competition, held in London on 20 & 21 March 2024, Dorchadas Amber Spiced Rum won a Silver medal, considered the ultimate seal of approval in the global spirits industry. To achieve this distinction, East Neuck Spirit Company needed high scores in three categories: Quality, Value, and Packaging.
In contrast to other spirits competitions that often prioritize distilling ability and technical expertise over drinkability, the London Spirits Competition aims to recognize and celebrate the spirits that consumers actually want to buy, whether from a retail store or off a menu at a London restaurant.
What sets the London Spirits Competition apart is its judging process. It goes beyond blind tasting to determine medal winners. First, judges evaluate the spirits’ label, design, and packaging, assigning a portion of the score based on visual appeal, storytelling effectiveness, and how well the brand’s overall presentation aligns with its price point and perceived value for money.
Judging criteria
Winning a London Spirits Competition award requires high scores across all three judging areas. Exceptional quality spirits might not be considered winners if the price and packaging don’t resonate with consumers. The competition recognizes spirits that excel in both quality and marketability.
For example, having a 95-point spirit wouldn’t guarantee success if it lacks visual appeal or offers poor value for money. Such a spirit might be well-respected within the industry, but struggle to find buyers on shelves or restaurant menus.
Scoring system
Q (Quality Score) + V (Value Score) + P (Package Score) = London Spirits Competition Score
Each judging category (Quality, Value, and Package) receives a separate weighted score. These scores are then combined to produce a final score that determines individual awards.
Quality Score: Out of 100
Value Score: Out of 100
Package Score: Out of 100
Who are our Judges?
The London Spirits Competition is judged by a panel of leading spirits buyers with current commercial buying experience, or spirits consultants and experts directly involved in developing new spirit brands or purchasing spirits for resale. Judges represent a diverse range of channels and disciplines, including multiple retailers, convenience stores, distributors, on-trade groups, casual and fine dining establishments, hospitality, and the travel industry.
“The authority of a London Spirits Competition award comes from the power of being judged across quality, value, and appearance, the high caliber of the judges, and the intensely competitive product set. We are thrilled that our Dorchadas Amber Spiced Rum performed so well,” said David Taylor, Co-Owner. “This Silver medal demonstrates that we are creating the types of spirits that bar managers and mixologists want to use, and spirits that drinkers enjoy choosing and consuming.”
About the London Spirits Competition
The London Spirits Competition is unique in its evaluation of spirits based on quality, value, and packaging. The event is organized by Beverage Trade Network, which hosts industry events worldwide. For more information, please visit: www.londonspiritscompetition.com
