The Buyer | What London Tasting Awards can offer beers, wines & spirits

This is an exciting and busy time for you in the run up to the event can you describe your role at the London Tasting Awards and what you oversee?

It’s a busy role, overseeing the full commercial and operational development of the London Tasting Awards, from market strategy through to delivery on the day.

This includes growing the competition’s visibility in the UK and internationally, onboarding producers, and managing every entry from start to finish. I’m also responsible for coordinating all logistics, receiving samples, preparing tasting materials, the list goes on.

Ultimately, my role is about making sure that everything we promise to producers, buyers, and judges is delivered precisely, professionally, and transparently.

What are the key things entrants and buyers should know about this year’s London Tasting Awards?

This year’s competition is firmly focused on real consumer relevance alongside technical accuracy. Three things stand out in particular: a balanced jury made up of both professionals and trained, experienced consumers; strict blind tasting based and detailed scoring for every entry.

For producers, that means they don’t just receive a result but gain actionable insights that combine expert analysis with genuine consumer perception. For buyers, it means medals reflect both technical quality and real market appeal.

How has the competition evolved to stay relevant in today’s global wine, spirits, beer, and cider markets?

We adapt constantly to reflect changes in the industry. That’s why we’ve introduced trophies aligned with emerging trends, including Best Low/No Alcohol, reflecting rapid category growth; Best Cider, recognising the UK’s leadership in cider production; and Best Ready-to-Drink, responding to innovation and demand in RTDs.

Consumers evolve, and competitions have to evolve with them. A medal only has value if it mirrors today’s markets.

London is a crowded awards landscape - what sets the London Tasting Awards apart?

There are three key differences for us. The first is consumer representation: our scoring mixes professional expertise with consumer perception, which remains relatively rare.

The second is the depth of feedback. Every product receives detailed notes from multiple evaluators, making the competition a great market-testing platform.

The third is real-world value for producers. Many use the competition to test new cuvées, or styles to assess their potential in the UK market, or validate quality ahead of international expansion. It’s not just an award; it’s a strategic tool.

From a buyer’s perspective, what does a London Tasting Award medal represent in practical terms?

A medal guarantees that a product has been blind-tasted by multiple qualified judges, evaluated using strict OIV-based criteria, benchmarked against its direct category peers, and validated for consistency, balance, and consumer appeal.

In simple terms, it means the product isn’t just good - it’s proven.

How should trade buyers use awards results alongside their own tasting and commercial assessments?

Awards are not a replacement for a buyer’s own judgement - they are a shortcut. Buyers know the product has already passed a rigorous screening process, which reduces risk, speeds up selection, and offers reassurance in what can be perceived saturated categories.

Medals also have a clear commercial impact. For many consumers, a medal is a decisive buying signal when faced with overwhelming choice.

Are there any categories or styles that have stood out in entries so far this year?

Three trends stand out clearly. Low and no-alcohol entries have risen sharply as lifestyles evolve; cider continues to perform strongly, with the UK remaining a global reference market; and RTDs are booming, driven by convenience and innovation.

These are not passing trends. They reflect structural shifts in consumer behaviour.

Blind tasting is central to the awards - why is that especially important?

Because branding is louder than ever. Blind tasting removes reputation, price cues, packaging influence, and preconceived bias, isolating the one thing that truly matters: the product itself.

This protects the integrity of the results and the credibility of the medal.

What kind of feedback do you receive from producers and buyers once the results are published?

Producers often tell us the feedback has helped refine blends or branding, boosted sales - on average by around 12% - or opened new distribution opportunities. Many also report increased credibility in export markets.

Results are widely shared across websites, social media, trade fairs, and marketing materials. Buyers consistently highlight the clarity and transparency of the process and say they trust the methodology.

For producers entering for the first time, what advice would you give to get the most out of the competition?

I would encourage them to come with two objectives: the medal, of course, but also learning. The detailed feedback is often more valuable than the medal itself. Even without winning, producers leave with insights that strengthen quality, positioning, and overall market readiness.

Looking ahead, how do you see the role of international competitions evolving?

Competitions will become increasingly essential as consumer expectations grow more complex, categories diversify, producers compete globally, and retail shelves become more crowded.

Awards act as an orientation tool — a compass — for both consumers and professionals. Those that adapt, innovate, and stay closely connected to market realities will lead.

Finally, what do you most want buyers and the wider trade to take away from this year’s results?

We believe our medals represent a verified shortcut to quality. Using London Tasting Awards results helps buyers reduce sourcing risk, discover producers ready for international expansion. They can also help identify high-potential SKUs efficiently, and reassure both trade and end consumers.

Ultimately, buyers gain time, trust, and commercial impact. An exciting time for us and those who enter London Tasting Awards this year.

An exciting time for us and those who enter London Tasting Awards this year.