To win a London beer Competition award you will need to score highly in all three areas of our judging criteria. You might have an outstanding quality beer, but if the price and packaging is not right then you don’t, in commercial terms, have a winning beer. And you will not be recognized by the London beer Competition.
There is no point, for example, in having a 95 point beer if it does not look good or offer consumers great value for money. Those points mean it will remain highly respected within the trade, but it will also remain largely unsold on the shelf or languishing on a restaurant’s beer list.
That is why the London beer Competition will be decided based on the following judging formula:
Q (Quality Score) + Value Score (V) + Package Score (P) = London beer Competition Score.
A separate weighted score will be given for each of the three parts of the judging process. The scores will be added up to give a final score from which individual prizes will be awarded.
Quality Score: will be marked out of 50
Value Score: will be marked out of 25
Package Score: will be marked out of 25
Gold: to receive a Gold medal you need to score 90 or over.
Silver: you need to score between 76-89.
Bronze: you need to score between 65-75.
Who are our judges?
The London beer Competition will be assessed and judged by a leading panel of top-level beer buyers with current direct commercial buying responsibility. Or beer consultants and experts who are also directly involved in the development of new beer brands or buying beer for commercial resale.
The list of judges will be drawn from leading retail chains, wholesalers, distributors and on-trade groups across a variety of channels and disciplines including multiple retailing, convenience stores, cash and carries, specialist retailers, casual and fine dining, hospitality and the travel industry.
All beer entered will be handled by Sensible Wine Services and organized into flights for tasting.
The beer will:
- Initially be tasted blind to determine its quality.
- Where appropriate they will also be assessed by variety, style, region, and country.
- Judges will then be given a briefing document setting out the beer’s price and target consumer and trade channel where it wants to be sold. Only then will judges be asked to give their score for quality based on the initial blind tasting and then additional knowledge about the beer’s price and market position.
- The judges will then be handed the bottle or format for them to be able to assess, in detail, the design, label, and packaging and determine how well that matches up to, or complements the quality of the beer and its price point.
- The judges will then discuss the beer as a whole to help allocate scores in the three judging areas.
Judging will take place on March 25, 2020, at a central London venue. To be considered in the competition all products must be with Sensible Wine Solutions by March 06, 2020.