How spirits competitions can shape alcohol brand success

In today’s constantly evolving spirits landscape, it takes more than great packaging and a strong backstory to get noticed. Consumer expectations continue to shift, and both on‑premise and off‑premise buyers are juggling more choices than ever. So, how do you help your brand stand out? That’s where spirits competitions come in.

Across the beverage alcohol industry, respected spirits competitions such as the San Francisco World Spirits Competition (SFWSC), the L.A. Spirits Awards (LASA), the International Wine & Spirit Competition (IWSC), the New Orleans Spirits Competition, and the ASCOT Awards — to name a few — play a beneficial role in supporting brands in expanding their reach.

Beyond awarding medals, these competitions uncover emerging talent, provide meaningful product feedback, and help both craft distillers and global giants make stronger connections within the industry.

Below, we share proven reasons from seasoned industry professionals that entering spirits competitions is one of the most valuable moves a beverage brand can make. By making the most of your entry, you can get your products in the hands of people who can help your brand grow.

“Spirits competitions are one of the few moments in the year when buyers, bartenders, educators, and journalists are all evaluating the market side by side,” says Nicolette Teo, Managing Director at LASA.

Across competitions like LASA, judging is conducted blind by a diverse panel of esteemed industry experts. This ensures that small craft distillers are evaluated on the same playing field as more widely known brands.

At IWSC, for example, spirits are grouped with comparable peers by category and style, but each is judged solely on its own merit through blind tasting, ensuring judges never see a bottle to avoid being swayed by branding.

Entering a competition takes a lot of time, work, and commitment — filling out paperwork, sending samples, and keeping up with a tight timeline. To set up your product for success, determine your goals for entering so you can make the most of the experience. It’s important to thoughtfully choose which spirits to enter, in what categories, and why.

According to judges from various spirits competitions, products that stand out share traits like:

• Balance and harmony
• Category‑true expression
• A compelling flavor experience
• Innovation that enhances, not distracts

Paul Clarke, a competition judge and Editor in Chief of Imbibe Magazine, adds, “Ultimately, of course, is it delicious? Deliciousness goes a long way.”  

“The judges are so insightful and always find subtle nuance in the spirits,” says Andrew Faulkner, Managing Partner at the New Orleans Spirits Competition. He adds that unbiased tastings allow judges “the best chance to evaluate the spirits on an equal footing with no distractions.”

Whether a product wins a medal or not, spirits competitions can provide meaningful feedback from judges, which can help producers:

• Refine blends and flavor profiles.
• Understand how experts perceive their product.
• Fine-tune tasting notes and marketing language.

Some competitions like the New Orleans Spirits Competition and IWSC offer detailed tasting notes post-competition, which can help you identify areas of improvement or even gaps in the market that your product can fill. This kind of feedback from industry experts can be worth the price of entry alone, giving you key takeaways that can help you refine your product.  

“These competitions create a level playing field where emerging brands compete blind alongside global heavy hitters,” states Maddee McDowell, Executive Vice President at The Tasting Alliance (which hosts SFWSC).

For new or growing alcohol brands, breaking through the noise can be a challenge. Competitions give them the opportunity to take center stage. Because judging is blind, lesser‑known bottles can outshine household names purely on quality. This often leads to media attention and consumer buzz, which can generate buyer interest.

LASA’s medals, for example, are backed by judges representing modern consumer preferences, offering credibility that the product has what it takes to succeed. ASCOT representatives say that small brands that medal frequently gain serious traction with consumers and retailers alike.

For many up‑and-coming spirits producers, a medal can turn local buzz into national brand momentum. Likewise, for more established brands, a win can confirm that their reputation for quality still resonates. 

“Independent valuation from competitions is often the missing piece young brands need to be taken seriously in commercial conversations,” according to Hannah Hanley, President of U.S. Operations at IWSC.

A strong showing in a spirits competition can change the trajectory of an emerging brand or innovative category. Here are a few examples from competition founders:

• Small brands earning ASCOT medals have secured national distribution.
• SFWSC reports measurable post‑competition sales lifts.
• IWSC medalists often see accelerated conversations with distributors and new retail placements.

When distributors and retailers see award credentials, everything from initial conversations to shelf placement becomes easier. One IWSC Gold medal winner even described the award as a turning point that opened doors across the industry for their brand.

Fred Minnick, Founder of the ASCOT Awards, says that “the energy with judges is off the charts when they see the winners” and “it’s always fun to be surprised when an unknown brand wins Best in Show.”

This level of amplified recognition can introduce your brand to bartenders, retailers, journalists, and consumers in your local market and beyond. Long after medals are awarded, spirits competition winners enjoy extended visibility across industry channels: event showcases, editorial coverage in industry publications, and promotion on digital and social media platforms.

Think ahead and put together a plan in case your brand wins a medal. Ensure your marketing team is ready to hit the ground running — after a well-deserved celebration, of course.

Bolstered by a highly certified team of experts, Southern Glazer’s has the capabilities to help brands of all sizes grow and succeed. Learn more about how partnering with us  can accelerate your brand’s growth.

In addition to identifying which competitions may be right for your brand, suppliers looking to amplify their marketing message can tap into Southern Glazer's Top Shelf PR for services like public relations, social and influencer engagement, paid digital, event support, and more.

Keep up with innovators in the beverage industry and join in on the conversation by tuning in to “Served Up,” hosted by Southern Glazer’s own Bridget Albert, on your favorite podcast platform.