If you’re a wine producer aiming to crack the UK market or boost your brand's recognition globally, the London Wine Competition (LWC) should be on your radar. Winning an award here doesn’t just bring you a shiny medal; it can genuinely open doors and put your wine on the map. But what exactly do the judges look for, and why is the LWC so significant? We caught up with Éric Zwiebel, one of the competition's judges, to get the inside scoop.

A Judge with Serious Cred

Éric Zwiebel isn’t just any wine expert, he’s been in the industry for over 30 years, working as a sommelier since 1992. Born in Alsace, France, Zwiebel’s journey started in his family’s restaurant, and he went on to work at some of the finest restaurants in Paris before moving to England in 1997. He earned his Master Sommelier qualification in 2001 and has racked up a slew of accolades since, including being named the Best Sommelier of the UK in 2004. Currently, he’s the Director of Wine at a prestigious venue in the Lake District, Cumbria, where he oversees an impressive collection of over 1,100 wines. Simply put, this guy knows his stuff.

Why Enter the London Wine Competition?

According to Zwiebel, entering the LWC is a no-brainer for any serious wine brand. "For wineries, taking part in the competition is a chance to see what expert judges think about their wine," he says. But it’s not just about feedback—winning a medal can also make it easier to sell your wine. "You can add the medal stickers to your bottles, which immediately catches the eye of both retailers and consumers," Zwiebel explains.

What sets the LWC apart is that it doesn’t just judge wines on quality alone. The competition looks at value for money and packaging too, something that really matters in a crowded market. If your wine scores well across the board, it’s a strong signal to the market that you’re offering something special.

Judges discussing wines before scoring at the London Wine Competition

The Edge of Winning at the London Wine Competition

Taking home a medal from the LWC can do wonders for your brand, especially in the UK, which is known for its discerning wine consumers. Zwiebel emphasizes that being judged by a panel of seasoned professionals gives your wine serious credibility. "It’s a validation that can help your brand gain traction in the UK and even internationally," he says.

With the UK market being one of the toughest to crack, a win at the LWC can set your brand apart from the competition. Retailers and distributors are more likely to take notice, and consumers are drawn to wines that have proven their worth in such a respected competition.

What Do the London Wine Competition’s Judges Look For?

When it comes to judging, Zwiebel and his fellow experts are looking for the full package: quality, value, and packaging. "Quality is the most important, of course," says Zwiebel. But value is crucial too—wines that offer something exceptional at a good price point tend to score well. And let’s not forget packaging: "How a wine is presented says a lot about how serious the producer is about their brand," Zwiebel adds.

Judging at the London Wine Competition 2024

His years of experience have honed his ability to spot wines that have what it takes to succeed. "Judging isn’t easy—it takes years to build the confidence needed to evaluate wines effectively," he notes.

Tips for Entering the UK Market

For wine brands looking to break into the UK, Zwiebel has some straightforward advice: "Send your wine to be judged by English professionals." He believes that understanding the local market is key, and that starts with getting feedback from those who know it best.

Right now, Zwiebel observes that UK consumers are particularly drawn to wines that offer a great balance of quality, price, and packaging. He’s also noticed an increasing interest in wines from regions like Greece and the Balkans, so there’s definitely room for emerging regions to make their mark.

Why Does the London Wine Competition Matter?

In a market as competitive as the UK, standing out is tough. The London Wine Competition gives you the chance to show off your wine to some of the most respected experts in the industry and, if you win, the credibility that comes with it can be a game-changer. As Éric Zwiebel puts it, winning at the LWC is about much more than just a medal—it’s about positioning your brand for long-term success in one of the most important wine markets in the world.

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So, If you’re serious about taking your wine brand to the next level, don’t miss the opportunity to enter the London Wine Competition. Secure your spot before 31st August to take advantage of the super early bird pricing. This is your chance to showcase your wine to some of the most respected experts in the industry and potentially position your brand for long-term success in one of the most important wine markets in the world. Enter today!