Early Bird Registration Ends November 30, 2020
London Beer Competition opens up early bird entries for its 4th edition to take place in 2021.
The London Beer Competition announced its winners on the 10th of June, 2020. For the third consecutive year, the London Beer Competition successfully awarded beers that shone amongst the three main criteria: Quality, Value, and Packaging.
As award-winning beers from the London Beer Competition are being promoted across the globe, LBC has opened up entries for the 2021 competition. Just like every year, the 2021 London Beer Competition aims to set a true benchmark for buyers and consumers looking to buy beers of the best Quality, Value, and Packaging.
Why Quality, Value, Packaging?
Beverage Trade Network, the organizers of the London Beer Competition asked over a hundred buyers across the globe about how they pick beers for their bars and restaurants. In the end, it all boiled down to three main aspects - Quality, Value, & Packaging.
With this, the unique judging process of the London Beer Competition’s judging process was brought to life. Apart from quality, the London Beer Competition also judges all the beers on their packaging and value for money. To be more precise, the London Beer Competition judges in the way a consumer would, when picking a bottle. London Beer Competition thinks about the consumer. It all boils down to what the consumer wants, and our judges know what the consumer wants.
The average customer always looks at the price first. Then they look at the label and pick out the beers with designs and stories that appeal to them. So, these two things come before a brewery even gets a chance to show the consumer how great their beer is
We celebrate the beers that are both enjoyable and easy to drink, beers that are well-balanced where their acidity, tannins and alcohol levels all work seamlessly together.
What a brand looks like is how every consumer chooses their beers. Up to 70% of consumers would choose a new drink just because it looks good. So, well-designed packaging is a must-to-consider factor.
To be a good beer, it is not necessary to have a higher or cheaper price. What affects most is the value for money it holds.
The 2020 London Beer Competition
Over the past years, the London Beer Competition saw winners from across the globe, and highlighted beers based on their quality, value, and packaging - and this year was no different. Just like every year, this year, the judging panel at the London Beer Competition included renowned Beer buyers, Cicerones, Beer Writers, Beer experts, and other industry experts.
Some of the winning beers of the 2020 London Beer Competition include:
● Beer of the year, Best beer by quality - Roller IPA, Trumans’ Cellar
● Best beer by value - Pale Ale, Trumans’ Cellar
● Brewery of the year - Trumans’
● Best beer by packaging - DDH IPA, Wild Card Brewery
London Beer Competition makes sure that beers judged are recognized for their quality, value, and packaging, rather than their already acclaimed names and brands.
The judging process
The judging panel of the London Beer Competition includes a wide range of industry experts, ranging from cicerones, to beer buyers, who have current direct commercial buying responsibility, along with drinks consultants and experts who are also directly involved in the development of new brands/buying drinks for commercial resale.
Beers entered in the London Beer Competition are judged by those industry experts who know exactly what the consumer wants, and what others will buy for the consumers - because in the end, if consumers don’t want your beer, then it’s not going to sell. The London Beer Competition will help breweries and brands find out if consumers actually want their beers or not, or if buyers are willing to buy them.
Quality Score: marked out of 100
Value Score: marked out of 100
Packaging/Design Score: marked out of 100
For the medals:
Gold: you need to score 90 or over.
Silver: a score between 76-89.
Bronze: a score between 65-75.
In simpler words, medal-winning beers are those that:
Offer the best value for the price
Offer the best quality for their price
Stand out of the shelf against the competitors
Tell their story in the most relevant way
Along with the Gold, Silver, and Bronze medals, the London Beer Competition also offers seven other special category awards, namely:
● Best In Show By Country
● Beer Of The Year
● Brewery Of The Year
● Best Beer of The Year by Quality
● Best Beer of The Year by Value
● Best Beer of The Year by Package
So, the medal-winning beers are the ones that:
● Offer the best value for the price
● Offer the best quality for their price
● Stand out of the shelf against the competitors
● Tell their story in the most relevant way
Key dates & pricing
Early Bird Ends - Nov 30, 2020
Registration Ends - Feb 20, 2021
Warehouse Closes: Feb 26, 2021
Judging Date: March 16, 2021
Winners Announced: March 30, 2021
£85 Early Bird - Oct 1 to Nov 30, 2020
£100 Regular - Dec 1 to Feb 20, 2021