Do we really need 5,000 organizations proclaiming the finest wine or spirits in the world? Not necessarily. However, that doesn’t imply the existence of too many competitions. The situation is more complex than it appears.

Recently, the number of wine and spirit competitions across the globe exceeded 5,000. This figure, while staggering, is likely to be an underestimate. These events vary widely, from intimate local meetings to large-scale contests featuring thousands of submissions. While it may seem excessive to have 5,000 entities declaring the best beverages, the key lies in how we interpret and utilize the awards given.

To begin addressing some prevalent myths, let’s tackle the size of the competitions. Is bigger always better? The simple answer is no. Many competitions boast about being the largest in the world. Yet, the sheer scale of the event does not inherently lend credibility to its findings. What truly matters is the number of entries assessed in each category. For instance, judging a thousand ready-to-drink (RTD) beverages may allow an event to label itself as the largest, but that doesn’t enhance the trustworthiness of its results for whisky, whiskey, or gin. It simply does not add credibility.

If bourbon is what you cherish, then the results from the San Francisco World Spirits Competition (SFWSC) stand as the most credible. This competition receives the highest number of bourbon entries compared to any other event. When it comes to Scotch Whisky, the distinction goes to the International Wine & Spirits Competition (IWSC), which usually attracts the most submissions for both single malt and blended Scotch whiskies. The World Whisky Awards also draws a significant number of entries and sometimes even surpasses the other two competitions in terms of participation.

For Japanese whiskies, the Tokyo Whisky & Spirits Competition holds the most reputable results. Similarly, the Canadian Whisky Awards are esteemed for evaluating Canadian whiskey, while the Irish Whiskey Awards take the lead for Irish whiskey. Based on my experience as a judge in many of these competitions, I can confidently state that a larger number of entries leads to a more nuanced and precise judging process.

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.

In every competition, there is always an announcement for a “world’s best.” The declaration of many “world’s best” can seem paradoxical. Nonetheless, readers are eager to learn about the latest “world’s best,” and writers, myself included, are delighted to satisfy that curiosity.

The more relevant question, though, is why do various competitions each declare a different “world’s best”? One would anticipate that a “world’s best” whisky or gin would receive recognition at multiple events; after all, similar judging panels, which often include overlapping members, evaluate these spirits.

Having recently reviewed results from a decade’s worth of wine and spirit competitions around the globe, I’m struck by the reliability of the outcomes. Over time, and across different competitions worldwide, there was minimal significant variation in the top-ranked spirits, gauged by their gold medal or higher honors. This consistency underscores the impartiality of the judging process.

There is notable agreement among judges regarding the top 5% of wines or spirits within a category, as seen in competition outcomes. However, selecting the “world’s best” from this elite 5% can often be quite subjective, if not entirely arbitrary.

Furthermore, for consumers, the idea of a world’s best anything must be interpreted through their personal preferences. If you favor the smooth character of a wheated bourbon, a high rye variant is unlikely to be your “world’s best,” no matter how many accolades it receives. Similarly, if a Sherry-matured Speyside single malt is your preferred whisky, a heavily peated Islay expression will likely never make it to the top of your list.

Deciding on the “world’s best” spirit is ultimately a personal choice that depends on your individual tastes. Instead of fixating on the “world’s best” title from a contest, it is more beneficial to concentrate on the top-rated offerings—usually around the top 5% that receive Gold medals or above.

Your unique preferences should always guide your decisions about which wines or spirits you consider the best in the world. Essentially, what competitions achieve is the identification of a category’s leading contenders. The ultimate selection of a “world’s best” should be made by you, based on your specific desires in a spirit or wine.

Medals from the 2017 American Distilling Institute International Spirits Competition

Competitions play a significant role in unveiling new and emerging brands. With the surge of craft distillers and wineries globally, there are numerous new producers to discover. These competitions excel at pointing out new brands that deserve your attention.

The beverage industry is rife with stories of craft producers whose sales take off after they achieve recognition in significant competitions. In this context, the smaller, niche competitions often have a head start over their larger, more prestigious counterparts.

Curious about the emerging craft distillers? Events like the American Distilling Institute’s International Spirits Competition are frequently the first to bring attention to the next wave of craft distilling talent.

Similarly, if you’re on the hunt for the next standout wine from Virginia or Oregon, regional events such as Virginia’s Governor Cup tend to spotlight these new producers prior to larger wine contests like the Decanter Awards or the San Francisco Chronicle Wine Competition. Notably, the latter is recognized as the largest wine competition in North America, while the former holds the title for the largest globally.

Retail pricing plays a role in certain competitions, though not all. Discovering that the World’s Best Single Malt Scotch or Cognac carries a price tag in the thousands may be little more than a curiosity if your budget isn’t unlimited. While some may have that financial freedom, most consumers would find a high-quality, affordable spirit to be far more relevant than a luxury product they cannot purchase.

Some competitions, such as the New York International Spirits Competition (NYISC) and the London Spirits Competition (LSC), take pricing into account during their judging process. This consideration can make their results significantly more pertinent to consumers compared to competitions that overlook pricing.

The omission of pricing factors is particularly troublesome in wine evaluations. Approximately 85% of wines are priced under $20 per bottle. Yet, many competitions often favor higher-priced prestige brands or completely disregard price when determining their rankings.

LONDON, ENGLAND – APRIL 20: A steward chooses a bottle of wine for tasting at the ‘International Wine Challenge’ event in the Barbican Centre on April 20, 2010, in London, England. Judges will sample over 10,000 bottles of wine from around the world, with categories recognizing Gold, Silver, or Bronze winners in one of the most significant events of its kind globally. (Photo by Dan Kitwood/Getty Images)

Understanding that the world’s Best Pinot Noir is an extremely costly, elusive Burgundy does not benefit consumers much. A remarkable bottle priced between $50 and $100 that is accessible would likely be a more sensible option. Ultimately, a competition’s results should highlight wines that you can realistically purchase, rather than those that remain out of reach.

In light of this, a common challenge faced by many significant competitions is that a large proportion of craft entries tend to be local, making them inaccessible on an international scale. This limitation is particularly prevalent with white spirits such as vodka and gin. Without any aging requirements, these spirits can be produced more quickly and at a lower cost, leading to a wide variety of options available. However, their affordability can complicate international distribution.

Expressions that rank highly in European competitions often do not reach North America, while those from the United States are similarly unavailable in Europe or Asia.

This challenge is especially pronounced in the realm of wine competitions. South African wines, for instance, offer remarkable value and exceptional quality. Cap Classique sparkling wines exemplify this, as they are much more accessible in Europe than in North America. Unfortunately, top-rated South African wines that excel in European competitions are frequently difficult to find in the US, and purchasing them from online vendors overseas can make them prohibitively expensive.

Wine and spirit competitions play a significant role for producers as well. While the size or reputation of these competitions is important, it is just one aspect among several factors to consider. For spirits intended for cocktails, competing in local contests within vibrant mixology hubs such as Las Vegas, Miami, New York, or Los Angeles may yield better results for brand development compared to larger international competitions.

Similarly, if you’re a small brand in the process of establishing your distribution network, participating in smaller competitions can often facilitate connections with local distributors that are vital for your brand’s growth.

Are there perhaps too many wine and spirit competitions? It’s likely, but the answer really hinges on how you interpret the results and what insights you seek. When it comes to determining the best wine or spirit in the world, keep in mind that it only holds that title if it resonates with your personal taste. If it doesn’t, then its status is irrelevant. The outcomes from these competitions should serve as a starting point for exploration, not as a conclusion to accept without question.

Cheers

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