At Beverage Trade Network, we organize global competitions across wine, beer, and spirits — but our flagship event in the spirits world is the London Spirits Competition. Over the years, LSC has grown to become more than just an awards platform; it is now widely regarded as the world’s best spirits competition. 

Here’s why Beverage Trade Network believes it stands out above the rest.

Built Around Real-World Relevance

The London Spirits Competition is designed to reflect how buying decisions are actually made in the trade. Spirits are judged not only on quality, but also on value and packaging — the same three factors that influence consumers, bartenders, and retail buyers every day

For Beverage Trade Network, what makes the London Spirits Competition different is best explained by the judges themselves. When asked what distilleries should know before entering, their answers consistently pointed to the competition’s unique positioning.

Emma Walker, Master Blender at Diageo, encouraged producers directly: “Do it! The competition is judged by bartenders and buyers, so the feedback gives an insight into how our consumers think about spirits.”

Marco Grisafi, Head of Bars, emphasized the human side of brand building: “Always be proud of your brand. This competition rewards not just liquid, but the passion and story behind it.”

Michele Lombardi, Beverage Director, underlined that excellence goes beyond taste: “Good taste alone is not enough — packaging, value, and storytelling elevate a spirit to stand out.”

And Craig Wallace, Master Blender, summed up what sets LSC apart structurally: “Pack and value are also considered here, which really helps pull apart the products and show what is ready for the market.”

2025 London Spirits Competition judges are considered the best spirits trade buyers, making the competition more relevant to consumers and trade.

Together, these perspectives highlight why BTN’s London Spirits Competition is so widely respected. It doesn’t just recognize craftsmanship in the glass; it validates whether a spirit is ready for the trade and for the market, making it one of the most commercially relevant awards on the global stage.

BTN’s Commitment to the Industry

The London Spirits Competition is one of BTN’s proudest achievements in its 15+ years of building B2B platforms for the drinks industry. Alongside our other global initiatives — including the London Wine & Beer Competitions, International Bulk Wine & Spirits Show, and USA Trade Tasting — LSC reflects BTN’s mission: to help producers gain recognition, build distribution, and achieve success in competitive markets

When asked why he believes the London Spirits Competition is the world’s best spirits competition, Sid Patel, Founder & CEO of Beverage Trade Network, pointed to its unique value for brands looking to gain feedback and drive growth. “If you’re a distillery or brand, you don’t just want a medal — you want to know how the trade will see your product. 

Sid Patel, Founder & CEO of Beverage Trade Network

At LSC, you’re judged by bartenders, buyers, and blenders who live in the market every day. That feedback is gold because it tells you what works, what doesn’t, and how you can improve. And when you win, it’s not just recognition — it’s a story you can use to build awareness, get in front of distributors, and grow sales.”

He went on to outline his top five reasons why LSC stands apart today and why distilleries should consider entering:

1. Judged by the Trade, for the Trade

Patel explains that what makes LSC unique is its judging panel. Instead of relying only on critics or technical experts, the competition brings together bartenders, sommeliers, buyers, and blenders — the very professionals who shape consumer choices daily. This ensures the feedback brands receive is grounded in real-world trade knowledge and consumer trends.

2. A Holistic Scoring System

While most competitions evaluate spirits purely on taste, LSC’s three-pillar approach of quality, value, and packaging reflects the complete buying experience. Patel notes that a spirit isn’t just consumed; it’s chosen on the shelf or bar, priced against competitors, and presented in packaging that creates a first impression. LSC’s system captures all of that, making it commercially relevant.

3. Actionable Feedback for Brands

For Patel, one of the greatest benefits to entrants is the detailed feedback they walk away with. Judges provide insights that go beyond “yes or no” and help producers refine their recipe, adjust packaging, or reconsider pricing. “That kind of clarity is rare,” Patel emphasizes, “and it’s exactly what a brand needs to improve and compete effectively.”

4. Marketing and Awareness Power

Winning a medal at LSC doesn’t just sit on a certificate. Patel highlights how producers actively use the London Spirits Competition logo and media exposure to drive brand awareness. From website banners to social media reels, from distributor pitches to consumer promotions, LSC recognition becomes a powerful storytelling tool that carries weight with both the trade and consumers.

5. A Direct Pathway to Distribution Growth

Finally, Patel stresses BTN’s mission behind the competition: helping brands grow. A medal from the London Spirits Competition can open conversations with importers, distributors, and retailers who trust the results because they know who is doing the judging. “For us, it’s not just about medals,” Patel says, “it’s about creating opportunities for producers to expand their reach and secure new markets.”

Together, these five reasons explain why BTN proudly calls the London Spirits Competition the world’s best spirits competition — because it delivers more than recognition, it delivers growth.

Also Read:
Meet the Judges: Craig Wallace, Master Blender, Global Whisky Portfolio – Diageo
Meet the Judges: Billy Leighton, Master Blender Emeritus – Irish Distillers Midleton Distillery
Meet the Judges: Emma Walker, Master Blender at Diageo