Judge Spotlight : Savoring the World of Wine with Sara Muirhead, Master of Wine

Unlocking the Essence of Wine Excellence

In the heart of the ever-evolving wine industry, we sat down with Sara Muirhead, a distinguished freelance wine consultant and an esteemed judge at the iconic London Wine Competition (LWC). Sara's journey, rich with experiences since the 1990s, unfolds a narrative of passion, innovation, and a keen eye for excellence.

Reflecting on the LWC's 7th Edition, Sara unveils what sets this competition apart in the wine industry. The distinctive approach of evaluating not just the wine's quality through a blind tasting, but also considering packaging and value resonates deeply with Sara. This innovative judging process, she believes, offers invaluable insights to producers.

Recalling a standout moment from the 2023 LWC, Sara shares the excitement of tasting-blind a red from Southern Italy, which was later revealed to be packaged in a paper bottle. The judging team's high score for the packaging exemplifies how the LWC not only appreciates quality but applauds creativity and sustainability in presentation.

For wine brands seeking to leverage their wins at competitions like the LWC, Sara offers valuable tips. Social media emerges as a powerful platform, with strategies ranging from captivating bottle shots to stickers showcasing the awards won. Sara suggests, "Wins can be promoted on social media, with a bottle shot, the name of the award, and the tasting note. Stickers showing the award won could be stuck on the bottles, and in-store shelf-talkers with the award and tasting note could be produced for supermarkets or wine merchant shops. Similarly awards can be promoted through online retailers"

Peering into 2024, Sara foresees trends in alternative packaging, sustainability, and varying alcohol levels shaping the wine industry. To stay relevant and innovative, brands should embrace these changes.

What excites Sara the most about being part of the LWC? The growing number of entries year on year, highlighting the increasing significance of the competition's results for both producers and consumers.

Sara emphasizes the unique judging process of the LWC, where each wine's quality and value are assesed in a blind tasting, after which each wine's packaging is also evaluated. The feedback provided adds substantial value, offering producers actionable insights and recommendations for improvement.

Outside her professional life, Sara's love for wine extends into cooking, where she enjoys pairing wines with food. During holidays, she explores wineries, savoring local wines, especially those made from indigenous grape varieties.

In her leisure time, Sara enjoys tasting wines from all over the world. Her current wine passions include North West Spain, especially the Mencia variety for reds plus whites from Godello, Albarino, Treixadura, and Loureiro. These, she declares, are great food wines.

Looking ahead, Sara predicts increased interest in wines from England, wines from Georgia, and the rising popularity of No and Low Alcohol drinks. As for her favorite spots in London, Portland, The Pig and Butcher, Salut!, Lorne,Vinoteca, 1251 and many others make the list.

In the concluding notes, Sara extends an invitation to wine brands to enter the LWC, emphasizing the competition's unusual and valuable judging process that adds significant value to each submission.

In this captivating journey with Sara Muirhead, Master of Wine, the world of wine unravels as a vibrant tapestry of innovation, excellence, and a celebration of the diverse flavors that make every bottle unique.

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In an interview with Ankita Okate. Chief Growth Officer at Beverage Trade Network.

Sid Patel | London Competitions | Drinks Merchants | London Drinks Guide