We are pleased to share that the best wine of the year for 2025 at the London Wine Competition will get a 15-minute brand pitch session with top buyers of the UK.

For the first time, the 2025 Wine of the Year will have the exclusive 15-minute opportunity to pitch directly to the UK’s most influential wine buyers: Joshua Castle, Group Head Buyer, Keeling Andrew, Noble Rot & Shrine to the Vine.

Joshua Castle is one of the UK’s most respected wine buyers, leading selections for the renowned import and distribution company Keeling Andrew and its celebrated Noble Rot Group. His expertise spans sourcing fine wines for Shrine to the Vine, a highly curated retail arm, and overseeing wine programs at Noble Rot’s prestigious restaurants. As a Master of Wine candidate, Joshua’s deep understanding of market trends and wine appreciation makes this a rare opportunity for any brand seeking a foothold in the UK.

The winning wine can use this opportunity as a consultative call and can ask Joshua for advice for the premium on-trade space.

When asked What key attributes or philosophies guide your decision-making when selecting new producers?

Here is what he had to say…”Really studying the portfolios of other importers, to understand the benchmark producers and products already in the market is crucial when selecting new producers. There are so many crowded categories, and a successful new producer should be able to stand out based on value, quality, or the story behind the label. When tasting with the view to import a wine, we’re always calculating what it would be on a London wine list, and asking ourselves: would we pay £X amount for that at a restaurant? That being said… sometimes we come across things that have limited commercial potential, but the quality is just so good that we have to work with it!” - Says Joshua. [...] Read the full interview here.

The Wine of the Year will also get another 15 minutes with a top online retailer of the UK who also is a specialist wine importer: Dan Belmont, Director & Wine Buyer, Good Wine Good People (GWGP) & GWGP Trade

A leading voice in independent wine retail, Dan Belmont is redefining wine buying with his company Good Wine Good People (GWGP). Recently named ‘Online Specialist Wine Buyer of the Year’, Dan champions wines that are thoughtfully curated, environmentally conscious, and celebrate underrepresented regions. His unique perspective, honed through experience spanning New York and London, means he values authenticity, storytelling, and marketability—exactly what a winning wine needs to succeed in today’s competitive landscape.

When we asked Dan When curating the GWGP portfolio, what principles guide your selections? How do you tailor offerings to different customer bases, from retail to the New York Bottle Shop to GWGP Trade?

Here is what he had to say “First and foremost the wine has to be delicious. This gives us a lot of confidence when we make personal recommendations. I’m fortunate to have a broad palate that likes nearly everything assuming it’s well-made. We try not to be dogmatic about anything particular. We look to avoid wines you can find in the major supermarket retailers, as such our entry point is around a £12 bottle. Lower than that, things like tax and duty make up the lion's share of a bottle price and the wine itself is worth mere pence. The economics of our small business is a lot more straightforward – with fair prices all year round. We sell wines made with respect for the drinker and the environment” - says Dan. [...] Continue to read full interview here.

Why This Initiative Matters

Breaking into the UK wine market is no easy feat. Even outstanding wines struggle to gain visibility amidst the dominance of global brands. This new initiative by the London Wine Competition ensures that winning wines aren’t just celebrated—they’re positioned directly in front of key decision-makers who have the power to bring them to UK shelves, restaurants, and wine lists.

“Our goal is to give more commercial value to the entrants and we wanted to have key buyers like Joshua and Dan to check the Wine of the Year out and give the winning brand their advice and time. I see a lot of value there for the winning brand”- Sid Patel, CEO of Beverage Trade Network and London Competitions.

Dan Belmont and Sid Patel, CEO of Beverage Trade Network and London Competitions

Winning a medal at the London Wine Competition 2025 is no longer just an achievement—it’s a strategic opportunity to get your wine in front of two of the UK’s most influential buyers. If you’re serious about expanding your brand’s presence in the UK market, this is an unmissable chance!

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The deadline to enter is February 28, 2025. Don’t wait—secure your place and take advantage of this unique commercial benefit today!

Also Read:
London Wine Competition at Wine Paris 2025: A Grand Showcase of Excellence
Inside Joshua Castle’s World of Fine Wines at Keeling Andrew
Wine Made Personal: Dan Belmont’s Vision for Good Wine Good People