Are We Overloaded? Analyzing the Rise of Wine and Spirit Competitions Chris Lehoux, October 15, 2024 Is it necessary to have 5,000 organizations proclaiming the best wine or spirits in the world? Not really. However, this doesn’t imply that there are too many competitions. The situation is more complex than that, greatly relying on how the results are utilized and interpreted. The most recent tally shows over 5,000 wine and spirit competitions across the globe. This figure may even underrepresent the actual number, as it is difficult to track all events. These competitions can vary greatly, from small, community-focused gatherings to massive events featuring thousands of entries. While it might seem excessive to have so many organizations declaring the top wines and spirits, the value of these competitions can depend on their usage. Let’s clarify some common misconceptions. For starters, does competition size truly matter? The simple answer is no. Many competitions take pride in claiming to be the largest. However, sheer size does not lend more credibility to their results. What truly counts is the number of entries assessed within each category. For instance, a competition may boast of judging a thousand ready-to-drink (RTD) beverages, allowing them to claim they are the world’s largest. But such a number does not enhance the credibility of their whisky or gin results. It simply doesn’t. If you have a love for bourbon, then you’ll find the results from the San Francisco World Spirits Competition (SFWSC) to be the most credible. This competition receives a greater number of bourbon submissions than any other. When it comes to Scotch Whisky, the International Wine & Spirits Competition (IWSC) takes the lead, typically attracting the highest number of entries for both single malt and blended Scotch Whiskies. The World Whisky Awards is another notable competition, often receiving a significant amount of entries and occasionally surpassing the other two in rankings. When discussing Japanese whiskies, the Tokyo Whisky & Spirits Competition stands out as the most respected source. The Canadian Whisky Awards serve as the authority for Canadian whiskey judging, while the Irish Whiskey Awards hold the same distinction for Irish whiskey. Through my experience as a judge for many of these competitions, I can confidently say that a larger pool of entries leads to more nuanced and precise judging. The Irish Whiskey Awards 2022 named Dunville’s 21 Year Old Palo Cortado Sherry Cask Finish Cask No. 1197 as the Whiskey of the Year. Each competition consistently announces a “world’s best.” However, it seems contradictory to declare numerous “world’s best” winners. Readers are always eager to hear about the latest “world’s best,” and writers, including myself, are more than willing to satisfy that curiosity. The crucial question remains: why do various competitions declare different spirits as the “world’s best?” One might assume that the title of “world’s best” whisky or gin would be awarded by more than one competition, especially since they often utilize a similar panel of judges, many of whom may be the same individuals. In my recent examination of ten years’ worth of data from numerous global wine and spirit competitions, I noticed a notable consistency in the outcomes. Throughout the years and across different competitions, there was little noticeable variation in the spirits that consistently achieved high rankings, especially those receiving gold medals or better. This reliability speaks to the impartiality of the judging process. Interestingly, there is a strong agreement among judges regarding the top 5% of wines or spirits within any given category, as seen in competition results. However, selecting the “world’s best” from this top tier can often be a matter of personal taste rather than objective criteria. Furthermore, when it comes to consumers, the idea of the “world’s best” must be understood in light of individual preferences. For example, if you favor the smooth profile of a wheated bourbon, a high rye variant is unlikely to ever earn your designation of “world’s best,” no matter how many awards it receives. Similarly, if a Sherry cask-matured Speyside single malt is your preferred whisky, a heavily peated Islay expression will probably never be your first choice. Selecting the “world’s best” spirit is fundamentally a personal choice shaped by your individual tastes. Instead of concentrating on the “world’s best” from any competition, it’s more beneficial to look at the top-rated options, particularly those that secure Gold or higher medals, which usually represent about 5% of the entries. Your individual preferences should guide your selections for what you consider to be the best wines or spirits. Essentially, the competitions serve to highlight the finalists within a specific category, but the ultimate decision on what constitutes the “world’s best” should be made by you, based on your own standards for the qualities you seek in a spirit or wine. Medals from the 2017 American Distilling Institute International Spirits Competition Competitions play a vital role in discovering emerging brands. With the surge in craft distilleries and wineries globally, many innovative producers have surfaced. These competitions do an exceptional job of bringing these new creators to your attention. The beverage industry is rich with stories of craft producers whose sales have surged after winning prestigious accolades at major competitions. Interestingly, smaller, niche contests often set the stage for these producers ahead of the more renowned ones. Curious about the latest emerging craft distillers? Events like the American Distilling Institute’s International Spirits Competition frequently showcase the rising stars of the craft distilling scene. Searching for the next standout wine from regions like Virginia or Oregon? Local contests, such as Virginia’s Governor Cup, often spotlight new producers before they gain recognition in larger competitions like the Decanter Awards or the San Francisco Chronicle Wine Competition, with the latter being the largest wine competition in North America and the former the largest worldwide. Retail pricing is a consideration in some competitions, though this is not a universal rule. Discovering that a bottle of the World’s Best Single Malt Scotch or Cognac costs thousands may only be beneficial for those with deep pockets. While some individuals can afford such luxuries, most consumers find greater value in highly-rated spirits that fit their budgets. Some contests, such as the New York International Spirits Competition (NYISC) and the London Spirits Competition (LSC), incorporate pricing into their evaluation process. This approach can render their outcomes significantly more applicable to consumers compared to competitions that disregard price considerations. The omission of pricing in wine assessments poses a serious issue. Approximately 85% of wines are priced under $20 per bottle. Yet, various competitions tend to overlook lower-priced wines, often favoring more expensive, prestigious brands or failing to integrate price into their evaluations. LONDON, ENGLAND – APRIL 20: A steward selects a bottle of wine for tasting during the ‘International Wine Challenge’ event at the Barbican center on April 20, 2010, in London, England. Judges will sample over 10,000 bottles from around the world, with wines in each category earning either Gold, Silver, or Bronze in this prominent and significant event. (Photo by Dan Kitwood/Getty Images) Consumers gain little by learning that the world’s top Pinot Noir is a high-priced, unattainable Burgundy. A remarkable bottle priced between $50 and $100 that is accessible would likely be a much better option. Ultimately, the purpose of a competition’s results is to spotlight selections that you can purchase and enjoy, rather than those that remain out of reach. In this context, a common frustration shared by many large competitions is that a significant number of craft entries are local, limiting their availability on an international scale. This issue is particularly pronounced with white spirits such as vodka or gin. Due to the lack of aging requirements, these spirits can be produced quickly and at a lower cost, which results in a wide variety of expressions. However, their lower price points can complicate international distribution. The highest-rated expressions showcased in European competitions frequently remain inaccessible in North America, while those from the United States are similarly unavailable in Europe or Asia. This challenge is especially evident in wine competitions. South African wines, for instance, are known for their exceptional quality and great value. Cap Classique sparkling wines serve as an illustrative example, often found more readily in Europe than in North America. Many top-ranked South African wines that shine in European competitions are difficult to access in the US, and purchasing them from overseas online retailers often leads to exorbitant shipping costs. Wine and spirit competitions play a significant role for producers. While the size or prestige of an event is important, it is only one factor among many. If a spirit is particularly suited for cocktails, participating in local competitions in prominent mixology cities like Las Vegas, Miami, New York, or Los Angeles may prove more advantageous for brand building than competing in larger international contests. Similarly, if you represent a small brand that is in the process of expanding its distribution, participating in smaller competitions can often result in valuable connections with local distributors who are essential for establishing your brand. So, is the number of wine and spirit competitions excessive? Perhaps, but it truly depends on how you utilize the outcomes and what insights you seek. When it comes to declaring a wine or spirit as the best in the world, remember that it is only deemed the best if it resonates with your personal taste. If it doesn’t appeal to you, then it ultimately holds no significance. The findings from wine and spirit competitions should serve as a foundation for your exploration, rather than a definitive conclusion to accept without question. Cheers One Community. Many Voices. Create a free account to express your opinions. Our community focuses on bringing people together through engaging and respectful dialogues. We encourage our readers to share their opinions and exchange ideas and knowledge in a welcoming environment. To facilitate this, we ask you to adhere to the posting guidelines outlined in our site’s Terms of Service. Below, we have highlighted some of the essential rules. In simple terms, please maintain a respectful tone. Posts that appear to contain the following will be rejected: User accounts may be suspended if we observe or suspect that users are participating in: Curious about becoming a power user? Here’s how you can achieve that! We appreciate you taking the time to review our community guidelines. For a complete overview of our posting rules, please refer to our site’s Terms of Service. About the Author: Chris Lehoux Meet Chris Lehoux, an experienced wine connoisseur and dedicated blogger with a deep passion for all things wine-related. With years of expertise in the industry, Chris shares insightful wine reviews, valuable wine tasting tips, expert pairing advice, and captivating tales of vineyard visits. Join Chris on a journey through the world of wine, where every sip is an adventure waiting to be savored! Wine