London Spirits Competition: Medals Matter At Bars and Restaurants

Insights On How London Spirits Competition medals help brands sell more spirits at Bars and Restaurants and how bars can leverage the winners to grow more sales.

Here is one example of London Spirits Competition winners being included in the drinks menu at Canova Hall, one of London’s favorite brunch bars.

Celebrating one of London’s most exciting areas, Canova Hall honours the provenance of what used to be the beloved worker’s hall of Britain’s first department store Le Bon Marché across the road. Canova Hall and its eclectic all-day and late-night offerings welcome locals and all those visiting the neighbourhood to indulge in the buzz and grandeur of a timeless old market canteen.

Here you can see two winners of the London Spirits Competition and a medal that clearly stands out. Thus if you are a consumer browsing or trying to make a choice, not only helps you select which cocktail or drink to have. It's also helping the bar with a faster decision or creating a drinks consumer who may be excited to drink a medal winner now. In some cases, consumers are still deciding if they want to drink or not, so it even helps you with more beverage sales.

Spirits medals can help sell more spirits, but their impact on sales depends on various factors. Here are some considerations regarding the role of spirits medals in influencing purchasing decisions:

1. Enhanced Perceived Quality: Spirits medals can enhance the perceived quality and credibility of a spirit. When consumers see a medal on a bottle, it often suggests that experts or judges have recognized its excellence. This perception of quality can make consumers more willing to try the spirit and potentially lead to a purchase.

2. Decision Simplification: In a market with a wide range of spirit options, medals can simplify the decision-making process for consumers. They serve as a quick and reliable indicator of a spirit's quality, making it easier for consumers to choose a product, especially if they are not familiar with specific brands or types of spirits.

3. Marketing and Promotion: Distilleries and retailers frequently use spirits medals as part of their marketing and promotional efforts. Spirits with medals may be featured prominently in advertisements, on store shelves, or in online listings. This increased visibility can attract consumers' attention and drive sales.

4. Gift Giving: Medal-winning spirits are often considered attractive gifts for special occasions. Consumers looking for gifts may be more inclined to choose a spirit with awards, as it conveys a higher level of quality and thoughtfulness.

5. Word of Mouth: Consumers who have positive experiences with medal-winning spirits may recommend them to friends and family, potentially leading to additional sales through word of mouth.

6. Consumer Trust: Medals can build trust among consumers who may be hesitant to try new or unfamiliar spirits. Consumers often trust the judgment of experts and consider medals as a form of validation for their spirit choices.

However, it's important to consider the following factors:

1. Price Sensitivity: While spirits medals can influence purchasing decisions across different price ranges, consumers may also consider other factors such as price, brand reputation, and personal taste preferences.

2. Consumer Knowledge: Spirits enthusiasts or individuals with more knowledge about spirits may rely less on medals and place greater emphasis on their own tasting experiences and knowledge of specific types of spirits.

3. Market and Region: The impact of spirits medals can vary based on the market and region. In some markets, consumers may attach greater importance to awards, while in others, they may prioritize other factors.

4. Personal Taste: Ultimately, consumers' personal taste preferences play a significant role in their spirit choices. Even if a spirit has won awards, consumers may not enjoy it if it doesn't align with their palate.

In summary, spirits medals can play a role in selling more spirits by enhancing perceived quality, simplifying decisions, and serving as a marketing tool. However, their effectiveness in driving sales depends on various factors, including consumer preferences, market dynamics, and the overall marketing strategy employed by distilleries and retailers. Spirits medals are a valuable tool in the industry, but they are just one component of a spirit's overall appeal.