press release

In contrast to other spirits competitions, where distilling ability and technical expertise sometimes receives primary consideration at the expense of drinkability, the goal of the London Spirits Competition was to award and celebrate the spirits drinkers actually want to buy, whether a retail store or ordering off the menu at a London restaurant.

According to CEO Sid Patel of event organizer Beverage Trade Network, "When looking at spirits brands consumers are looking for value and experience. So at the London Spirits Competition, we feel that it is important to look at the elements of the product that contribute to that - of course there is quality, but also critically appearance and overall value".