With over 20 years of experience across bars, restaurants and hotel food and beverage operations in Greece and the UK, Loucian Sotiri brings a practical hospitality and commercial perspective to his role as a judge at the London Beer Competition. As Food & Beverage Manager at The Dixon, Tower Bridge, Autograph Collection, he oversees food and beverage operations, team development, commercial performance and guest experiences. For Loucian, a successful beer combines quality, character and drinkability with a clear understanding of the venue and its customers.

The Dixon, Tower Bridge, Autograph Collection

Tell us about yourself and your current role in little detail

I am a hospitality professional with over 20 years of experience across bars, restaurants and hotel food and beverage operations in Greece and the UK. I currently serve as Food & Beverage Manager at The Dixon, Tower Bridge, Autograph Collection, where I oversee food and beverage operations, team development, commercial performance and the delivery of exceptional guest experiences.

Throughout my career, I have developed a strong understanding of beverage operations, supplier relationships, menu development, product quality and cost management. I have a particular interest in beverage innovation, flavour profiles and the role that quality products play in creating memorable guest experiences. I look forward to bringing my practical industry experience, commercial perspective and passion for hospitality to the beer judging panel, while sharing insights with fellow professionals and helping recognise outstanding beers.

How do you decide which beers to buy or list?

When selecting beers, I consider product quality, flavour profile, consistency and overall value, while ensuring the range suits the preferences of our guests. I look for a balanced selection of styles, from accessible, well-loved options to more distinctive beers that encourage guests to explore something new. I also consider seasonality, food pairings, supplier reliability, pricing and profitability. Ultimately, my aim is to offer a well-curated range that delivers quality and variety, creates a positive guest experience and makes commercial sense for the business.

Courtroom bar at The Dixon, Tower Bridge

What first catches your attention when you discover a new beer brand?

What first catches my attention is the beer’s identity and the story behind it, followed by its style, ingredients and flavour profile. I’m interested in what makes a beer distinctive, whether that’s an innovative brewing approach, a unique combination of flavours or a strong sense of local character. Presentation and branding can spark my curiosity, but ultimately, it’s the quality of the product, its balance and its ability to deliver a memorable drinking experience that leaves a lasting impression.

What makes a beer stand out once you taste it?

For me, a beer stands out when it achieves a great balance of flavour, aroma, mouthfeel and finish, while still expressing its own character. I appreciate beers that are well-crafted, consistent with their style, and offer something distinctive without sacrificing drinkability. Whether it’s the complexity of the aromas, the balance between bitterness and sweetness, or a clean, satisfying finish, the best beers leave a lasting impression and make you want to take another sip.

Which beer styles or categories are gaining momentum with your customers?

Local beers are gaining interest among our customers, particularly those that offer a sense of place and a connection to the local brewing scene. Guests are increasingly curious about discovering independent breweries and trying beers with their own identity and character. I believe showcasing locally brewed options is a great way to offer something distinctive, support independent producers, and create a more authentic experience for guests, while maintaining a balanced selection that caters to different tastes and preferences.

What do breweries often misunderstand about getting listed in the UK market?

I think breweries sometimes underestimate how important it is to understand the needs of the venue and its customers, rather than focusing solely on the quality of the beer. In the UK market, consistency, competitive pricing, reliable supply, appropriate margins, and strong support from the brewery all play an important role in purchasing decisions. A great product needs to make commercial sense and appeal to the target audience. Building relationships with operators, offering staff training, and helping venues tell the story behind the beer can make a real difference in securing and maintaining a listing.

What can a brewery do to support a buyer after its beer has been listed?

After a beer has been listed, the brewery should focus on helping the venue sell it successfully and ensuring the product consistently meets expectations. This includes reliable supply, consistent quality, staff training, clear product information, and engaging marketing materials that help staff tell the beer’s story to guests. Tastings, tap takeovers and occasional promotional events can also help generate interest and encourage trial. Most importantly, breweries should maintain regular communication with buyers, listen to feedback, and work collaboratively to build a long-term partnership that benefits both the venue and the brewery.

When judging at the London Beer Competition, what do you hope to discover?

I hope to discover beers that combine outstanding quality and craftsmanship with a distinctive identity and genuine appeal to consumers. I’m particularly interested in discovering innovative products and local breweries that bring something unique to the market while maintaining balance, consistency, and drinkability. As a hospitality professional, I also look forward to understanding how different beers can enhance the guest experience and offer real value to venues and their customers. Ultimately, I hope to discover beers that stand out not only for their taste but also for their character, originality and commercial potential.

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What advice would you give a brewery looking to grow its presence in the UK?

My advice would be to focus on building strong relationships with buyers and understanding what their customers are looking for. Quality and consistency are essential, but breweries also need to offer competitive pricing, reliable supply and a clear point of difference in an increasingly competitive market. Start by targeting the right venues, whether independent pubs, restaurants, hotels or specialist beer bars, and support them with staff training, tastings and engaging brand stories. I would also encourage breweries to embrace local partnerships and listen carefully to feedback from both operators and consumers. Sustainable growth comes from creating a product people enjoy, a brand they remember and partnerships that deliver value for everyone involved.

What’s your favourite pub or beer shop, and what keeps you coming back?

I wouldn’t say I have one particular favourite pub or beer shop, as I enjoy visiting different places and discovering what they have to offer. For me, it’s less about the venue itself and more about the people behind it and the quality of the products they serve. I appreciate places where the team is passionate about what they do, knowledgeable about their beers, and genuinely interested in giving customers a good experience. Great products, friendly service and the feeling of being welcome are what make me want to return.

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Know Your Judge: Stuart Pearson, Head of Sales at James Clay & Sons