Every beer entered into the London Beer Competition receives a professional evaluation from leading beer buyers, brewers, pub and bar operators, importers, distributors and other experienced industry professionals.

Whether or not your beer wins a medal, your entry provides detailed feedback, transparent scoring and practical market intelligence that can help improve your product, positioning and sales strategy.

1. Evaluation by Leading Beer Professionals

Every beer is assessed by judges with direct experience in brewing, buying, importing, distributing, listing, recommending or serving beer.

The judging panel includes brewers, beer buyers, pub and bar professionals, importers, distributors, retailers and other industry specialists who understand beer from both a technical and commercial perspective.

2. Complete Score Breakdown

Entrants receive a transparent breakdown showing how their beer performed across the competition’s three judging criteria:

• Quality Score

• Value Score

• Packaging Score

• Overall Weighted Score

Quality represents 50% of the final score, while Value and Packaging each represent 25%. This gives producers a clearer understanding of where their beer performed strongly and where improvements may be needed.

3. Detailed Constructive Feedback

Every entry receives practical feedback designed to help the producer strengthen the beer and its complete commercial proposition.

How to Improve This Product

Judges may provide recommendations relating to aroma, flavour, balance, carbonation, mouthfeel, finish, style accuracy, packaging, pricing perception or overall market readiness.

How to Market and Sell This Product

Entrants also receive buyer-focused feedback covering areas such as target consumers, drinking occasions, retail and on-trade positioning, price fit, route to market, shelf or fridge placement, distributor potential and suitability for different sales channels.

4. See Who Judged Your Beer

The London Beer Competition provides greater judging transparency by showing entrants the professionals who evaluated their beers.

The “Tasted By” feature allows producers to understand the experience, expertise and commercial perspective behind their scores and feedback.

5. Buyer Market Intelligence Report

Every entrant receives complimentary access to the exclusive London Beer Competition Buyer Market Intelligence Report.

Developed from insights gathered directly from beer buyers, brewers, importers, distributors, retailers and hospitality professionals, the report covers:

• What buyers consider when selecting new beers

• Beer categories and styles showing the strongest growth

• Price points buyers are actively seeking

• Packaging and format trends

• Categories buyers are increasing or reducing

• How buyers discover new beer brands

• Current purchasing and listing priorities

• Opportunities across retail, pubs, bars and restaurants

This gives entrants a broader view of the market alongside the individual evaluation of their beers.

6. Professional Tasting Notes

Every beer receives professionally written tasting notes that producers can use across sales presentations, distributor materials, ecommerce listings, websites and marketing communications.

These notes provide an independent description of the beer’s aroma, flavour, texture, balance and finish, helping communicate its style and drinking experience to buyers and consumers.

7. A Dedicated Product Page

Each entry receives its own product page on the London Beer Competition website, showcasing the beer’s:

• Product image and information

• Brewery and brand details

• Professional tasting notes

• Competition scores and medal, where applicable

• Where-to-buy or purchase information

The page remains accessible throughout the year and provides a lasting digital reference for buyers and consumers searching for the product.

8. A Clearer View of Your Market Readiness

The London Beer Competition evaluates beers in the same sequence that buyers consider them.

Quality is assessed first through a blind tasting. The recommended retail price is then introduced for the Value assessment. Finally, judges examine a separate, unopened retail package to assess its presentation, functionality and commercial effectiveness.

This structured process provides producers with an independent view of how their complete product may perform in the UK market.

Additional Benefits for Winners

Winning beers receive additional tools to help producers communicate and activate their results.

Official Winner Assets

Medal winners receive access to:

• Official medal artwork

• Digital award certificate

• Professional tasting notes

• Printable shelf talkers

• Press images

• Medal stickers available to order

These assets can be used across bottles, cans, multipacks, websites, ecommerce listings, distributor presentations, sell sheets, menus, social media and point-of-sale materials.

Trade and Consumer Visibility

Winning beers are promoted through the London Beer Competition and Beverage Trade Network media ecosystem, helping results reach beer buyers, brewers, importers, distributors, retailers, pub groups and consumers internationally.

Selected winners may also receive editorial coverage, interviews, product features and inclusion in style- and category-focused content.

Dedicated Winner Product Page

The beer’s dedicated product page is updated with its medal, score, tasting notes and award information, creating an independent online reference that producers can share with buyers, distributors, venues and customers.

Enter for Insight, Recognition and Commercial Growth

The London Beer Competition is designed to give producers more than a medal. Every entry provides professional evaluation, transparent scoring, constructive feedback and market intelligence from the people who buy, list, recommend and serve beer.

Use your results to improve your beer, strengthen your positioning and build more credible conversations with buyers and distribution partners.