For all the finalists in the People’s Choice Wine and Spirits Awards, click the links below:
People's Choice Wine Awards finalists: https://peopleschoicedrinksawards.com/pcwa/2025-finalists/
People's Choice Spirits Awards finalists: https://peopleschoicedrinksawards.com/pcsa/2025-finalists/
What are your overall thoughts on this year’s awards in terms of the numbers of entries and which type of companies, brands and producers are putting their drinks into the competitions?
In general, wine entries have increased from 2024 and include more support from importers who are clearly keen to access judges feedback and who value the contribution from consumers.
We also included a new ‘Stylish Buys’ category for design and packaging this year and all the 70 plus wine panel judges were able to view and rate the submitted bottles, boxes and cans. The feedback for entrants on this interesting new category - which is very much a priority for consumers when buying - will again be so useful and may even influence future designs and labelling.
We have continued with the categories, introduced last year, for buyers own brand or private label wines. Buyers Choice Red is supported by EGI, a leader in sustainable packaging solutions.The company specialises in protecting fragile bottles, using durable packaging made from recycled materials (moulded fibre pulp) and is fully recyclable, biodegradable and compostable. There will be an opportunity to meet their team at the awards ceremony in March in Manchester.
In terms of the spirits entries, submission numbers have increased by around 10% from last year, with yet more individual entries from independent brands. New categories reflected the popularity of certain spirits, including those for vermouth and other aperitifs and tequila. The whisky and rum categories have continued to grow, in terms of submission numbers and the expertise on the judging panel was particularly impressive this year.
The largest increase in entries, across wines and spirits, was in the no and low alcohol space with a hugely diverse range of drinks. Due to the interest in these categories, we were able to give judges from other panels the opportunity to taste too.
Can you talk us through the judging for the People’s Choice Wine & Spirits Awards?
They are made up of around 30% trade professionals (including respected buyers, drinks journalists and sommeliers) and 70% consumers, which include many WSET students at all levels, who don’t currently work in the industry.
It is a fantastic way for students to test their new-found knowledge as there are very few opportunities to do this after they have qualified. As a large proportion of Diploma students are looking to enter the wine and spirits industry, this provides an excellent opportunity to taste a diverse range of drinks, hear how other people communicate about wines and spirits and enable them to network with professionals too.
Everyone loves the atmosphere at the judging sessions and say they learn a lot. We are so thrilled to be able to do this alongside our education partner, the WSET School in London.
We see you have included some on-trade categories this year - how has that worked out?
It has been a great decision and something we aim to expand on next year.We have added On-Trade Wine Supplier of the Year, sponsored by Beyond Wines, Best House Wine and Sommelier’s Choice to the competition.
Building on our ethos of how and why consumers buy wines (through the PCDA ‘drinking moment’ categories), it makes sense to include drinks available in restaurants and bars too .It also gives sommeliers and restaurant owners another story to tell when selling the wines to customers. For example, if a wine has received a medal for the ‘Aromatic & Asian Cuisine’ category, it should be a good match for those choosing that sort of dish.
What other changes have you made to the awards this year?
There are some great new features we’ve introduced this year, which are completely free of charge and included in the entry fee.
Feedback and quotes from judges: Whilst we’ve always been happy to offer judges’ comments on request, for companies entering this year, we are providing feedback and actual quotes from consumer and professional judges to all entrants as part of the submission fee. It is of huge benefit to those submitting to the competitions and this sort of information is so valuable.
The feedback can be used on websites, trade listings and to circulate to buying teams. With a more consumer-focused approach to the scoring mechanism, including questions like ‘would you buy for yourself’, it is a key piece of free marketing information.
Free PR support: Our PR partners, Crate Communications, has diverse drinks, retail and hospitality credentials, with rich industry experience and we have negotiated a great package of support for PCDA medallists and winners. Their senior PR experts will provide a free 30-minute confidential consultation to use in line with the needs of brands, retailers, producers and suppliers achieving a medal position in both the wines and spirits competitions.
They are available to offer consultation on:
- An overview of the role of PR and/or social media (as appropriate).
- A brief analysis of your current PR strategy and if it meets your requirements.
- A stress test session to obtain non-biased feedback on ideas and provide added value input.
- Overall counsel across brand communications, PR and social media.
- A review of your channels - what’s working and what isn’t.
They are also preparing a consumer PR press office piece which will include all category winners. The campaign aims to amplify the award received, support key stockists, win key opinion leaders in the drinks and consumer space and encourage consumers to trial winning drinks with a pipeline of content and coverage.
This level of practical support is unrivalled in the drinks awards space and we are thrilled to be able to offer it for the 2025 edition.
What can we look forward to at the People’s Choice Wine Awards 2025 in Manchester?
Relocating to a fantastic new venue, the iconic New Century in Manchester, this promises to be the best and biggest celebration yet.Presenters include Kate Goodman, owner of Reserve Wines in Manchester and for the first time Dave Marsland, founder of the Manchester Rum Festival and widely regarded as one of the nicest people in the spirits industry.
It will follow our usual informal style, so no set tables or black ties (unless you wish to of course). Instead expect plenty of time and space to network with everyone in the room, including buyers, press, importers, judges and all those involved in the Awards. Delicious Asian bowl food will be served alongside a welcome drink from Żubrówka Vodka, fizz to toast the winners and finalist wines on taste throughout the night. We are super-thrilled to welcome back our fantastic band, headed up by Damian Best from Dedbest Distillery.Last year, the band’s fantastic live set kept everyone on the dance floor.
We actually sold out last year, so we’d encourage people to book as early as possible. The dress code is ‘relaxed’ and quite simply, it’s one of the best awards nights you’ll ever experience.We promise you’ll have fun. Tickets are priced at just £75.
There is still time to enter the retail categories including the Independent Wine and Spirits Retailer of the Year category, sponsored by The Buyer?
The application deadline for the Retailer of the Year and Best On-Trade Wine Supplier categories is January 31, with finalists being announced on February 10.The categories are as follows:
Wine Supermarket of the Year
Spirits Supermarket of the Year – Sponsored by Żubrówka Vodka,
Independent Wine & Spirits Retailer of the Year – Sponsored by The Buyer
Best On-Trade Wine Supplier – Sponsored by Beyond Wines
Online Wine Retailer of the Year – Sponsored by Crate Communications
Online Spirits Retailer of the Year – Sponsored by Crate Communications
Each of the shortlisted retailers will receive a social media graphic to share with their customers, along with a voting link - the company with the highest number of votes will win and the announcement will be made at the ceremony on March 10.
For the On-Trade Wine Supplier category, the winner will be selected by a team of professional PCDA judges and also announced at the ceremony.
What next for the People’s Choice Drinks Awards competitions?
All finalist wines and spirits from the 2025 competitions will be added to the website.Each will have a direct stockist hyperlink from the listing, available from March 2025.Medal roundels will be available to download from the website at the appropriate time and the organisers do not charge for standard artwork. Entrants can organise printed stickers themselves for bottles, boxes or cans (subject to prior permission from the PCDA organisers).
It is an achievement in itself to be a finalist – something that can’t be said for all drinks competitions. The PCDA only award one Bronze, one Silver and one Winner in each category (with the exception of a handful of Gold Commendations in the case of close scoring).
So each medal is very hard fought.Good luck to those shortlisted and we look forward to celebrating with you at the ceremony in Manchester!
* To find out more about People’s Choice Drinks Awards click here.
* Tickets for the awards ceremony on March 10 are £75pp and can be bought here: https://peopleschoicedrinksawards.com/product/buy-tickets-for-the-drinks-awards/
The Buyer is media partner to both the People’s Choice Wine and Spirits Awards.