In a crowded field of spirits contests, one competition has built a reputation that few can match: the London Spirits Competition. Often described as the world’s best spirits competition, its standing is justified not only by its judging structure and media visibility, but also by how judges themselves advise entrants, and how brands amplify their wins. Below is a detailed exploration of why LSC deserves that title.

Judging Philosophy: Quality, Value & Packaging from the Start

A core reason LSC can stake the claim of being the “world’s best” is its holistic judging model. As stated on the LSC blog:

“Spirits are judged not only on quality, but also value and packaging — the same factors that influence real buying decisions.” London Spirits Competition

This tri-pillar approach sets it apart from competitions that focus solely on flavor.

When asked, “For distilleries thinking of entering, what makes the London Spirits Competition stand out?” judges shared perspectives that reinforce its unique positioning.

- Emma Walker, Master Blender at Diageo, remarked: “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, said: “Always be proud of your brand. This competition rewards not just liquid, but the passion and story behind it.”

- Michele Lombardi, Beverage Director, added: “Good taste alone is not enough — packaging, value, and storytelling elevate a spirit to stand out.”

- Craig Wallace, Master Blender, highlighted the structural difference: “Pack and value are also considered here, which really helps pull apart the products and show what is ready for the market.”

These insights show why the London Spirits Competition resonates so strongly with distilleries — it validates not just craftsmanship, but commercial readiness, making it a standout among global awards and further strengthening its claim as the world’s best spirits competition.

Judged by Trade Experts, For Trade Impact

LSC’s judges are drawn from bartending, blending, and high-end hospitality backgrounds. Their voices matter because they operate in the environments where spirits compete. When these same judges advise entrants to “benchmark yourself against the best” (Marco Grisafi), it signals that the competition is itself a learning forum and a market yardstick. London Spirits Competition

It is this trade-centric judging base — rather than critics isolated in offices — that helps justify LSC’s standing as the world’s best spirits competition.

Real-World Visibility: Brands Showing Off Their Wins

A further mark of LSC’s prestige is how medal winners publicly lean into it. These brands use competition victories as a credibility stamp.

- Distilleria Leonardelli published announcements and details of gold wins for Gin Scorza and Gin Foglia, using the “London Spirits Competition” name on their site and in branding.

- Downpour Gin, covered in TheOnTrade’s “Brands Taste Success” feature, explicitly credits LSC medals with boosting trade confidence and visibility.

- On social media, brands use the #LondonSpiritsCompetition hashtag, post reels, and include the LSC name on their packaging and product pages.

When multiple brands repeatedly showcase “London Spirits Competition” across websites, social media, and press, it reinforces the competition’s value and recognition. That kind of outward signaling helps elevate it above less visible awards.

Recent Video Proof: Judges in Action (2025)

To bring this to life, here’s a 2025 video you can embed or reference, showing judges and the event in action:

2025 London Competitions | Event Highlights (YouTube)

This highlights reel includes commentary, behind-the-scenes judging footage, and reinforces that LSC is an active, real-time event—not just a name.

Why the London Spirits Competition Deserves “World’s Best Spirits Competition”

Putting all of this together:

1. Judge guidance and philosophy from insiders confirms that LSC rewards well-rounded product excellence (quotes above).

2. Trade-driven judging ensures that medals reflect what matters most in real bar and retail environments.

3. Public amplification by brands shows that medal winners believe in the competition’s value.

4. Media coverage and visibility carry medal significance beyond niche trade circles.

For spirits brands, entering LSC is more than seeking an award — it’s seeking validation in the eyes of trade, media, and consumers. And that is why, year after year, the London Spirits Competition stands apart as the world’s best spirits competition.

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The London Spirits Competition is organized by Beverage Trade Network (BTN), a global B2B platform that has been connecting the drinks industry for more than 15 years through international trade shows, media, competitions, and data services. BTN was founded by Sid Patel, who serves as CEO and has built a portfolio of influential events including the London Competitions, International Bulk Wine & Spirits Show, and USA Trade Tasting. Under his leadership, BTN has become a trusted partner for producers, importers, distributors, and on-trade buyers worldwide, helping brands achieve recognition, grow distribution, and succeed in competitive markets.

Also Read:
Top Tips for Entering the London Spirits Competition – Straight from the Judges
Meet the Judges: Marco Grisafi, Head of Bars
Enter the London Competitions at IBWSS London – Special Pricing & Easy Entry

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