by BEVERAGE TRADE NETWORK

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About LBC

2021 London Beer Competition submissions are now open. Enter your beer brand today to get early bird pricing.

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.

A competition that will judge beer in three key areas:

  1. Their quality.

  2. Their value for money.

  3. What they look like.

To be an award winner you will need to have a top-quality beer, that offers both the trade and the consumer great value for money, and you will need to look good and truly stand out on the shelf and on the back bar.

Quality

Quality will be assessed based on how agreeable the beer is for its target customer and chemical analysis. Measure quality considering the following characteristics of the beverage: Appearance, Aroma, Body, Taste, and Aftertaste.

Value for money

The objective is to understand how well a particular wine is priced and what value it offers, greater the quality offered for the price, greater the value score will be.

Package and Design

Packaging will be measured by how well judges think the beer will be perceived by the consumer. The package will be judged for the Off-Premise market considering factors like label design and information, closure, and overall look. This does not involve boxes, cartons, and bags. It is how they think the product will be perceived when placed on a wine shelf amongst thousands of other beers.

Commercially relevant

Crucially all the winners in the London Beer Competition will give future trade beer buyers, be they for a supermarket, specialist beer retailer, casual dining or upmarket restaurant, the re-assurance that these are the beer that their customers want to buy.

Cross-industry recognition

The London Beer Competition also recognises the huge talent and skills that now exist right through the beer supply chain. From the breweries, brewers and producers that are making the beer; through to the specialist importers and wholesalers that help bring them to market; along with the designers, packaging experts and brand development teams that ensure there is a market and customer base to sell to.

Consumer awareness

Winners in the London Beer Competition will receive either a Gold, Silver or Bronze award and be supported by a strong consumer awareness campaign, particularly through social media channels and beer comparison apps, to promote this new global competition.

Competition organisers

The London Beer Competition has been created exclusively by the Beverage Trade Network, global drinks events, services, business, and publishing group dedicated to helping drinks producers and brand owners get closer to the buyers, distributors and retailers that can bring their products to market. Winners will also be showcased on Beverage Trade Network's London media asset London Drinks Guide