As previously announced, at Hand Crafted Drinks Magazine, we’re delighted to be continuing our association with the organisers of the London Competitions, as one of their media partners.
Part of our role is to promote and publicise the annual competitions (wine, beer and spirits), and explain the benefits that producers benefit from, especially when they win a bronze, silver or gold medal.
Over the last two years we have conducted independent research with various companies that entered the competitions and won awards.
The majority of the respondents agreed that being competition winners had resulted in many benefits, including increased brand awareness and higher sales.
Entries for the 2025 competitions opened towards the end of last year, when the organisers offered super early bird and early bird discounts.
Although there are no longer any discounts for those who want to enter the competitions, if any producers – of wines, beers or spirits – haven’t yet entered their products there is still time. Entries for this year close at the end of February.
The organisers of the competition pride themselves on having award-winning buyers, bartenders, master sommeliers, masters of wine and some of the most influential people working in the drinks industry to judge the annual events.
New for this year, the competition organisers announced that they will be introducing their inaugural Regional & Category Ambassadors Program.
This initiative involves industry leaders and influencers educating consumers and trade professionals about their respective regions and categories on the global stage.
The program aims to establish the London Competitions as an international benchmark, focusing on helping winners make a significant impact globally. The ambassadors and experts will also advocate for the top category winners worldwide.
As much as we, as media partners, can see just how these competitions are becoming increasingly important on the global stage, we have included a summary of how last year’s London Spirits Competition benefited Markhor Cannabis Vodka.
Produced in Poland by AMED & O — this unique vodka won two awards at the 2024 London Spirits Competition: winning gold with 92 points and was also named as the Best In Show by Country.
Their export manager, Gabriel Maryniaczyk, was invited to give his opinion of the competition and the impact the awards have had on the business and he gave four definitive reasons for entering the competition:
1. Validation: “We wanted to benchmark our products and services against the best in the industry and receive validation from esteemed judges and experts.”
2. Visibility: “Winning or being shortlisted would significantly raise our profile, attracting attention from potential clients and partners.”
3. Morale Boost: “Competing in and potentially winning the award was also a great way to motivate our team, acknowledging their hard work and dedication.”
4. Networking: “The competition provided an excellent opportunity to connect with other industry leaders and innovators.”
When we asked what effect have the awards had on the business, Gabriel was unequivocal on the benefits:
1. Increased Recognition: “Our brand has gained significant recognition and credibility within the market.”
2. Boosted Morale: “The win has energised our team, reinforcing their belief in our mission and capabilities.:
3. Market Differentiation: “It has helped us stand out from our competitors, making our products more attractive to prospective customers.”
4. Growth Opportunities: “The award has opened doors to new business opportunities and partnerships that were previously out of reach.
Following their success at the competition, they aim to expand the awareness of their vodka and increase distribution in several key markets, including the USA and Canada, where there is significant demand for their products.
They would also like to target Germany, France and the UK, where they see market potential and appreciation for their innovative spirit.
Gabriel explained he planned to boost sales in Japan, South Korea and Australia, along with the emerging markets across South East Asia and Latin America.
If you do decide to enter this year’s competitions, we wish you every success.
Enter the London Spirits Competition
Enter the London Beer Competition
Enter the London Wine Competition