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How London Wine Competition is marketing to consumers

27/01/2022

Winning a medal is one thing, and getting the chance to promote it directly to consumers is a real point of difference.

The London Wine Competition goes into its 5th year stronger than ever on the back of record entries for the 2021 awards and a new dedicated website, The London Drinks Guide, that has been launched to help promote and tell the stories of the wineries, producers, and wines that come out top in the competition. The platform is consistently growing and becoming a leading platform for London drinks enthusiasts.

For any drinks competition to gain credibility with the producers, brand owners, and distributors it is looking to work with, they have to listen to what they are looking for from a competition and act on it.

2021 winners saw massive global media coverage across many business drinks magazines, consumer media assets, local newspapers, and leading publications including Forbes.

For any drinks competition to gain credibility with the producers, brand owners, and distributors it is looking to work with, they have to listen to what they are looking for from a competition and act on it.

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That’s what the founders and organisers of the London Wine Competition, the Beverage Trade Network, have done. They have gone out of their way to talk to both the wineries about what sorts of wines they should be entering, and also the judges tasked with assessing them about what it is they would like to see the awards do better.

Only trade buyers, MW, and MS are qualified to be judges.

Only trade buyers, MW, and MS are qualified to be judges.

This is why the competition has taken a major step forward in driving a direct-to-consumer strategy for how they promote winning wines and producers.

London Drinks Guide, BTN’s own media platform publishes stories, cocktails, and other interesting content about London Wine Competition winners to London drinks enthusiasts throughout the year.

Winners showcased on the London Drinks Guide: A Leading Consumer Portal In London.

Winners showcased on the London Drinks Guide: A Leading Consumer Portal In London.

Sid Patel, who heads up the Beverage Trade Network and the London Competitions told The Buyer: “We pride ourselves on how close we are to the wineries, the producers, the importers and distributors that are the heart of the drinks industry. We launched the London Competition to give them an awards platform that tasted and judged wines, beers, and spirits in the same way that consumers do. How they taste, what their overall quality is like, how much they cost, and what they look like on the shelf. That’s what makes the London Wine Competition different from other global wine awards. We look much beyond the quality of the wine too. It has to be at a price and have the look and feel that reflects that quality to win a medal.”

What else is going to get more push:

The Top 100 wine list of the best-performing wines, spirits, and beers in the London Competitions has been introduced to help give consumers an even bigger steer on what products they should be buying.

Entries for 2022 competition Closing Soon

The entry process for the 2022 London Wine Competition is open and anyone looking to enter can take advantage of this opportunity till 28 February 2022. It's Time To Enter Your Wines.

The 2022 London Wine Competition results are now live. View results here.