With global alcohol markets under pressure and buyers more selective than ever, standing out today requires more than quality alone. The 2026 London Beer Competition (LBC) is now in its final call for entries, offering beer brands an opportunity to be judged and recognised on what truly drives commercial success: quality, value for money, and packaging appeal.

After seven consecutive years of growth and industry relevance, the London Beer Competition returns for its eighth edition, continuing its mission to spotlight beers that consumers actively want to buy and trade buyers confidently want to list.

Why the London Beer Competition Matters

Unlike traditional competitions that focus purely on sensory scores, the London Beer Competition is designed around real-world buying behaviour. Beers are evaluated not only on how they taste, but on how they perform in the market—on shelves, restaurants, and at the table. To earn and retain a place with today’s retailers and restaurants, beers must be consumer-driven, competitively priced, and visually compelling. The LBC exists to identify precisely those brands.

The 2026 judging will take place on 23 March 2026 in London, bringing together an expert panel of beer experts, beer sommeliers, senior retail buyers and on-trade decision-makers.

Judged on What Buyers Care About

Every entry is assessed across three commercial pillars:

1. Quality – how well the beer delivers for its intended drinker

2. Value for Money – how the price aligns with perceived quality

3. Packaging & Design – how effectively the bottle or can communicates on shelf and table

These three factors are critical in today’s market, where price sensitivity is high and purchase decisions are increasingly made in seconds. For sommeliers and restaurant buyers, packaging matters as much as performance in the glass, because the bottle or can presented at the table must reinforce the recommendation made.

What You Gain by Entering

Entering the London Beer Competition is not just about winning a medal. It’s about gaining credible third-party validation that resonates with the trade and consumers alike.

Key Benefits for Entrants

1. Increased brand credibility and visibility with importers, distributors, retailers, press, and consumers

2. Showcase at participating events (such as International Bulk Wine and Spirits Show (San Francisco), Northern Restaurant and Bar, Wine Paris, Pro Wein)

3. Greater buyer confidence thanks to LBC’s value, quality, and packaging-based judging model

4. Medal stickers and winner assets provided at no additional cost

5. Ongoing media, editorial, and social media promotion throughout the year

6. Use of the London Beer Competition logo across packaging and marketing

7. Customised shelf-talkers and tasting notes for winning beers

8. Enhanced potential to drive sales and listings in competitive markets

Key Dates to Note

Registration Deadline: 28 February 2026

Warehouse Closes: 7 March 2026

Judging Dates: 23 March 2026

Winners Announced: 22 April 2026

Entry Fees & Quantity Discounts

Entry Fee: £140 per beer (until 28 February 2026)

Quantity Discounts Available:

4–9 entries: 10% off

10–14 entries: 15% off

15+ entries: 20% off

How Medals Are Awarded

Beers are scored using a transparent weighted system:

Quality Score (out of 100) – double-weighted

Value Score (out of 100)

Package Score (out of 100)

Final scores are averaged across the judging panel.

Medal Thresholds

Gold (95–100): Exceptional benchmark beers

Silver (90–94): High-performing, commercially strong beers

Bronze (85–89): Well-made, reliable, and market-ready beers

All quality and value assessments are conducted via blind tasting, with packaging reviewed only after scores are submitted.

Market Feedback Included

All entrants receive commercial feedback, including suitability for on-trade, off-trade, or both; and insight into UK market demand for the beer’s category or country of origin. This feedback makes the LBC a strategic market intelligence tool.

A Competition Built for the Modern Beer Market

Created by Beverage Trade Network, the London Beer Competition is designed to bridge the gap between producers and the trade. Winners benefit from visibility across BTN’s global media platforms, including London Drinks Guide, ensuring recognition extends well beyond medal announcements.

In a crowded and price-sensitive market, the London Beer Competition highlights beers that offer clarity, relevance, and commercial value—the attributes buyers and consumers are actively seeking today.

Entries close on 28 February 2026.
For full details on how to enter, judging criteria, and past winners, visit the official London Beer Competition website.