The drinks industry isn’t short of awards programmes.
But for producers, the more relevant question is not how many exist – it’s what they actually deliver in return for entering.
For many brands, the frustrations are consistent:
- Limited or no feedback
- Judging processes that lack transparency
- Recognition that’s difficult to translate into commercial value
At a time when entry fees, samples and logistics all carry a cost, those gaps matter.
‘If a producer is investing in entering, they should get something back that they can actually use.’
The Global Drinks Awards were built to address them directly.
Insight that can be used commercially
Every entrant receives anonymised judges’ scores and written feedback – not just the medal winners.
This provides a clear view of how products are perceived by buyers, bartenders, distributors and category specialists, and gives brands something tangible to use in sales conversations, listings and product development.
Judging is underpinned by a structured scoring system, based on defined criteria including aroma, taste, balance and finish. These criteria are published in advance, ensuring full transparency around how products are assessed.
‘Every entrant receives feedback – not just the winners.’
A judging process built on credibility
All products are judged blind, thereby eliminating any brand bias.
Panels are trade-led, comprising buyers, bartenders, producers, distillers, WSET-qualified professionals, writers and journalists from across the global drinks industry.
The panel is deliberately balanced, with a 50:50 male-to-female split and a broad mix of international backgrounds and perspectives – ensuring products are assessed in a way that reflects how they are bought, sold and consumed today.
There is no pay-to-play model, no drinks brand sponsorship influencing results, and no involvement from cask investment brokers. The focus is on independence and trust.
A 50:50 gender balance. Global representation. Trade-led expertise.
Recognition that holds its value
Medals are only awarded where the required standard is met, avoiding inflation and protecting the credibility of the awards.
A structured progression system is used to determine category, country and global winners, ensuring consistency and rigour at every stage.
This approach ensures that recognition carries weight – both within the trade and with consumers.
‘Recognition only matters if it means something.’
Built to support real commercial outcomes
Recognition only matters if it can be used.
Winners are promoted through Global Drinks Intel’s media platform and trade database, including the website, LinkedIn, Instagram, print magazine, daily and weekly newsletters and targeted solus mailers.
Across this portfolio, Global Drinks Intel reaches over 1m industry professionals per month, including buyers, bartenders, retailers, distributors, importers, wholesalers, writers and journalists in more than 130 countries.
All winners receive marketing assets designed to support visibility both in the trade and on shelf, with branding created to be clear, recognisable and effective in both environments.
The awards are designed not simply to recognise quality, but to support listings, distribution, sales conversations and overall rate of sale.
1 million-plus monthly reach | 130-plus countries | Global trade audience
A genuine first-mover advantage
Results are announced from 18 November, but with 2027 winner logos.
This gives winning brands approximately 13-and-a-half months of marketing use – providing a clear advantage when it comes to buyer engagement, listings and ongoing commercial activity.
As a first-year programme, early entrants also have the opportunity to stand out ahead of what will become a more competitive field in future years.
‘Over a year of commercial shelf life from a single result.’
Supporting the wider industry
Following the judging. leftover samples are auctioned, with proceeds supporting two drinks charities.
This ensures the programme contributes back into the industry, supporting both grassroots initiatives and established organisations.
A simple objective
The aim is straightforward:
To create an awards programme that the trade trusts – and one that delivers measurable commercial value for producers.
Entries now open
Entry to the Global Drinks Awards is now open. The early entry discount is available until Sunday 3 May.
For producers planning to enter, this provides an opportunity to secure preferred rates and maximise value ahead of the deadline.
