Judging Process for the London Spirits Competition

The London Spirits Competition is designed to recognize and reward spirits that are not only high in quality but also deliver value and packaging that appeal to consumers. To ensure a fair and transparent judging process, the competition evaluates entries across three key criteria:

1. Quality (50%)

Judges assess the spirits for its aroma, taste, and finish. Spirits are scored based on balance, complexity within their style. Each entry undergoes a blind tasting to ensure impartiality. The aim is to reward spirits that display excellence in craftsmanship and deliver a memorable drinking experience.

2. Value (25%)

Judges consider the spirit's price point in relation to its quality. Spirits offering exceptional drinking experiences at competitive prices are scored highly. This criterion ensures that consumers receive great value for their money when choosing a medal-winning spirits brand.

3. Packaging (25%)

Packaging is judged for its design, functionality, and shelf appeal. Judges evaluate the label clarity, bottle design, and the overall presentation to determine how well the spirits brand captures consumer attention and aligns with market trends. Spirits with thoughtful and innovative packaging receive higher scores, as presentation plays a critical role in influencing consumer purchasing decisions.

Judging Process Timeline

Scoring Process

Judges work in groups to assess spirits against the three criteria: Quality, Value, and Packaging. Each spirit is scored on a 100-point scale, with points allocated based on the respective weights of the criteria. Judges provide comments to highlight the key attributes of top-scoring spirits.

Judging Integrity

By averaging scores across a panel of experienced judges, the London Spirits Competition ensures fairness and accuracy. The blind tasting process prioritizes quality, while packaging evaluation is kept separate to maintain objectivity. This method guarantees that medal-winning spirits are both outstanding in quality and ready to appeal to consumers.

Medal Allocation for 2025

Medals are awarded based on the average score calculated from the panel of judges. The updated thresholds for medals and recognition are as follows:

Gold: 95–100 – Excellent
Spirits in this category are exceptional in every aspect, offering unparalleled quality, remarkable value, and outstanding packaging. They are benchmarks of excellence in the spirits industry.

Silver: 90–94 – Accomplished
Spirits that display superior quality, strong consumer appeal, and thoughtful packaging. These beers represent a high standard and a rewarding experience for buyers.

Bronze: 85–89 – Well Made
Spirits that are well-crafted, reliable, and enjoyable. They meet the expectations of quality, value and package but may lack the exceptional edge required for higher medals.

No Medal: 80–84 – Acceptable and Simple
Spirits in this range are palatable and straightforward but lack the depth and complexity to stand out in competitive markets.

No Medal: 75–79 – Palatable but Lacks Character
Spirits that are drinkable but fail to deliver the balance, typicity, or structure needed to merit a medal.

Important: Please note that the updated medal awarding system will be implemented starting with the 2025 competition. Previous years utilized a different scoring and medal allocation system, which is why you may notice variations in score ranges. Moving forward, the London Spirits Competition will adopt the new criteria outlined above to better reflect industry standards and consumer expectations.