If you’re a wine producer aiming to make a mark in the UK or globally, the London Wine Competition (LWC) offers a prime opportunity to showcase your wine. Winning here goes beyond receiving a medal—it can open doors in one of the world’s most competitive wine markets. To understand what makes a wine stand out at the LWC, we spoke with Yves Desmaris, a seasoned judge, and Master Sommelier with a wealth of experience in the wine industry.

A Journey Through Wine: Meet Yves Desmaris MS

Yves Desmaris’ passion for wine began in his early years, nurtured by his father in the Rhône Valley. His professional journey started at the prestigious Stafford Hotel in London, where he worked alongside the legendary Master Sommelier Gino Nardella. Yves furthered his wine education by earning the WSET Diploma Level 4 and achieved the coveted Master Sommelier title in 1992 while working at The Dorchester Hotel. Today, Yves is the Senior Sommelier at the Michelin-starred restaurant Galvin La Chapelle, where he curates an exceptional wine list that delights discerning guests.

Judges discussing and evaluating wines at LWC 2024

Why Enter the London Wine Competition?

Having judged at the London Wine Competition for four years, Yves has seen firsthand how the competition has evolved and strengthened. He believes that the LWC offers wineries a unique platform because it assesses wines on more than just quality. “It’s an exciting competition,” says Yves. “The wines are judged not only on quality but also on their labels, which is crucial in today’s market.”

The Impact of Winning at the LWC

Winning an award at the LWC can significantly boost a brand’s presence in both the UK and global markets. According to Yves, the competition’s high standards mean that a medal here is a mark of excellence that can enhance a winery’s reputation. “It’s an important competition,” Yves emphasizes, “and it will help the winery gain high-quality accolades.”

What Do LWC Judges Look For?

When evaluating wines at the LWC, Yves focuses on three key factors: quality, value, and packaging. He explains that while a wine might score high on quality, poor packaging can detract from its overall appeal. “The three are very important factors,” Yves notes. “You can have a high-grade wine, but if you have a poor label, then it’s a problem.”

The tasting room of the London Wine Competition 2024

Yves’ extensive experience in Michelin-starred and brasserie-style restaurants, as well as private clubs, gives him a unique perspective when judging wines. His deep understanding of what makes a wine successful in the market informs his evaluations, ensuring that wines that excel at the LWC are truly exceptional.

Emerging Trends in the UK Wine Market

Yves has observed several wine regions gaining popularity in the UK market, including regional France (notably Jura and Savoie), South Africa, and Argentina. These areas are producing wines that offer great quality and value, making them increasingly attractive to UK consumers.

Advice for New and Emerging Wine Brands

For wine brands looking to enter the UK market, Yves advises focusing equally on the quality of the wine and its packaging. “Make sure that the quality of the wines and the labels are the same,” he says, “both are important as wine buyers will look for that.”

In his experience, UK consumers, especially those dining at Michelin-starred establishments like Galvin La Chapelle, are seeking wines that offer both quality and value. They are also open-minded, and willing to explore new styles and regions that complement their dining experience.

2024 London Wine Competition Judges

Yves Desmaris’ Wine Recommendations

When it comes to personal favorites, Yves is drawn to wines from the Southern Rhône, Alsace, Southwest France, South Africa, and Southern Italy. These regions, he believes, produce outstanding wines that are well worth exploring.

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If you’re serious about elevating your wine brand, don’t miss the chance to enter the London Wine Competition. Secure your spot before 31st August to take advantage of the super early bird pricing. This is your opportunity to showcase your wine to a panel of esteemed judges like Yves Desmaris, and potentially position your brand for success in the UK and beyond. Enter today!

Header Image: Master Sommelier Yves Desmaris and 2025 London Wine Competition’s Judge