For wine producers looking to make a splash in the UK or international markets, the London Wine Competition (LWC) is a key platform to showcase their wines. But winning here isn’t just about adding a medal to your collection—it’s about unlocking new opportunities in one of the toughest markets out there. To get a better understanding of what it takes to shine at the LWC, we caught up with Chiara Sieni, a seasoned wine judge and sommelier.

A Passion for Wine: Meet Chiara Sieni

Chiara’s love affair with wine started back in Florence, Italy, where she was surrounded by rich wine traditions from a young age. But it wasn’t until she moved to London in 2011 that her curiosity turned into a full-blown career. Working in hospitality, Chiara was drawn deeper into the world of wine, exploring different regions and grape varieties. Her formal education at the WSET and The West London Wine School gave her the technical knowledge to back up her passion, and she’s since become an expert in Italian wines, even serving as an ambassador for Langhe and Valpolicella. These days, Chiara is an Assistant Manager at Amathus Drinks, where she also leads wine events and masterclasses.

Why Enter the London Wine Competition?

Chiara became a wine judge out of a desire to celebrate excellence in the industry she loves. For her, the London Wine Competition is special because it looks at the whole picture. “The LWC doesn’t just judge wines on quality; it also considers value for money and packaging,” she explains. “That means the wines that win here aren’t just good—they’re also market-ready.”

Judges scoring at London Wine Competition 2024

The Impact of Winning at the LWC

Winning an award at the LWC can be a game-changer for a wine brand. According to Chiara, an LWC medal is more than just a trophy—it’s a mark of trust and quality that resonates with buyers and consumers alike. “An LWC award can really elevate your brand, making it more appealing to distributors and retailers,” she says. “It’s a signal that your wine has what it takes to succeed in the market.”

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What Do LWC Judges Look For?

When it comes to judging, Chiara focuses on three main things: quality, value, and packaging. “All three elements need to be in harmony,” she says. “You might have an amazing wine, but if the packaging doesn’t catch the eye, it’s going to struggle on the shelf.” With her background in hospitality and wine education, Chiara brings a well-rounded perspective to the judging panel, balancing technical expertise with an understanding of what consumers are looking for.

Emerging Trends in the UK Wine Market

Chiara has her finger on the pulse of the UK wine scene, and she’s noticed some interesting trends. Wines from emerging regions like English Sparkling Wine, Portuguese Douro, and Greek Assyrtiko are gaining traction. There’s also a growing appetite for sustainable, organic, and natural wines, as more consumers prioritize eco-friendly choices.

Online scoring at the London Wine Competition 2024

Advice for New and Emerging Wine Brands

For wine brands trying to break into the UK market, Chiara has some straightforward advice: don’t skimp on either the quality of the wine or the design of the packaging. “In such a competitive market, your wine needs to taste great and look good,” she says. She also suggests staying attuned to market trends and making sure your product aligns with what today’s consumers want.

Chiara Sieni’s Wine Recommendations

When it comes to her personal picks, Chiara is drawn to wines from the Jura in France and Assyrtiko from Santorini, Greece. “These wines are exciting and full of character,” she says, encouraging wine lovers to step out of their comfort zones and try something new.

London Wine Competition Judging Panel 2024

If you’re serious about getting your wine noticed, don’t miss your chance to enter the London Wine Competition. Register by 31st August to take advantage of the super early bird pricing. This is your opportunity to showcase your wine to a panel of expert judges like Chiara Sieni and potentially make a significant impact in the UK market and beyond. Enter today!

Header Image: Chiara Sieni judging at London Wine Competition 2024