World-class beers will be on display in London in March 2019
London, UK ( PR Submission Site ) 13 July 2018 – The London Beer Competition, now one of the preeminent international beer competitions within Europe, has opened up submissions for breweries around the world to participate in its upcoming March 2019 event. From July 1 to August 31, entrants will receive special Early Bird Pricing on the cost of registration for the event.
What makes the London Beer Competition so different from other international beer competitions is that it is focused on judging beers the way consumers judge beers. While other competitions largely view the traditional characteristics of different beers from the perspective of the brewer or producer, the London Beer Competition significantly expands the definition of what makes a great beer and views beers from the vantage point of consumers and beer drinkers.
Instead of focusing only on taste, the London Beer Competition focuses on three primary criteria: Quality, Value and Packaging & Design. The latter two categories – Value and Packaging & Design – are what ensures that beers selected as winners in the competition are truly made with the end consumer in mind. The guiding philosophy of the London Beer Competition is that all beers should be marketable and consumer-driven.
One way of doing that is by evaluating beers on what they look like when consumers see them on the retail shelf or the back bar. After all, consumers tend to buy alcohol beverages with their eyes first and the overall packaging and design can make a huge difference in how consumers perceive a beer. Moreover, the branding on the outside of a bottle of beer should fully reflect the personality of the beer inside.
Another way of ensuring that all beers that win medals in the competition are commercially viable is by scoring them on the basis of Value. “Value for money” is especially important from the perspective of a consumer, where even a 10-20% price markup compared to similar beers might act as a real suppressant on overall sales. In today’s world, consumers are extremely knowledgeable about relative pricing, and thanks to mobile apps and Internet e-commerce sites, have all of this information with them at the point-of-sale.
These three judging criteria are then blended into a weighted scoring system that takes into account Quality, Value and Packaging & Design. For example, Quality is scored on a scale of 0 to 50; Value on a scale of 0 to 25; and Packaging & Design on a scale of 0 to 25. This leads to a 100-point scoring system that is already familiar with beer drinkers around the world.
“Our goal at the outset was to fundamentally change the way that people think about and evaluate beer,” says Sid Patel, Founder and CEO of Beverage Trade Network, the organizers of the event.
In order to make that possible, Beverage Trade Network has focused on putting together a judging panel that is completely focused on beers that are commercially viable. Without exception, every member of the judging panel has commercial buying expertise, whether it’s for a supermarket chain or a fine dining establishment. This ensures that they have first-hand knowledge of how consumers think, what they are looking to buy, and how different beer brands are perceived in the marketplace.
This new approach to judging beers is what made the inaugural 2018 London Beer Competition, which took place in March, so successful. In many ways, it was like a breath of fresh air for the UK beer industry, and helped to shine a light on many up-and-coming beer brands from the UK, North America and Europe. For example, the Gold Medal winner came from Spain – a country that many people associate with world-class wines, but not necessarily world-class beers.
The organizer of the event, Beverage Trade Network, is expecting an even bigger and more impressive list of competitors than this year, which marked the inaugural year for the event. Entrants in 2018 included breweries across the UK, Europe and North America. The Gold Medal winner was Basque Oak Brewery of Spain, for its “Black Gold” American-style porter. Other prominent winners included Silver Medalists Wold Top Brewery (UK), LA Cotta Brewery (Italy), Orkney Brewery (UK) and Funky Bow Brewery (USA).
So what advice does Beverage Trade Network have for breweries submitting entries this year? “Take a look at some of the winners from 2018,” says Sid Patel of Beverage Trade Network. “On our website, we have a full list of winners from 2018, and some of the names in there might surprise you.” For example, if you’re looking for some truly distinctive Packaging & Design that caught the eyes of judges in 2018, then just check Dark Island Reserve from Orkney Brewery in the UK, which won Best Beer of the Year By Package.
The following is a list of awards for the 2019 London Beer Competition:
· Gold medal
· Silver medal
· Bronze medal
· Best in Show (by country)
· Beer of the Year
· Brewery of the Year
· Best Beer of the Year (Quality)
· Best Beer of the Year (Value)
· Best Beer of the Year (Design & Packaging)
Super Early Bird registration: July 1 to August 31, 2018
Warehouse closes for samples: February 28, 2019
Judging: March 21 & 22, 2019
Winners announced: April 30, 2019
More information on how to enter your wines can be found here.
About London Beer Competition
The London Beer Competition looks to recognize, reward and help promote beer brands that have successfully been created to identify with and target a specific beer drinker. For any beer brand to earn its place on a retailer’s shelf or a restaurant’s beer list – and then vitally stay there – they need to be marketable and consumer driven and not just produced in the general hope it can find enough people willing to sell and buy it.
That is why the London Beer Competition is different. It will single out and shine the spotlight on those beer brands that consumers really want to buy and have a clear market value for trade buyers.
About Beverage Trade Network
Beverage Trade Network (BTN) hosts events, competitions, expos, tastings, and conferences for the alcohol beverage industry on a global basis. In addition to the London Beer Competition, for example, BTN also hosts the China Beer Competition. In addition, BTN hosts the USA Trade Tasting event in New York, the International Bulk Wine & Spirits Show in San Francisco and London, and a number of other events in Asia, Europe, and North America.
Beverage Trade Network is dedicated to helping beer producers and beer brand owners get closer to buyers, distributors, and retailers. As part of this mission, Beverage Trade Network organizes events as part of a wider drinks initiative to introduce new brands, producers, and manufacturers to the global marketplace.
For more information on Beverage Trade Network: