There are those competitions that award beers, and then there are those that celebrate them. We aim to do just that. With the quality of judges being our primary focus, this year on our judging panel we have Pete Hughes, Group Head Brewer at the Brewhouse & Kitchen Brewpub group. Then there is Beer Sommelier Lolly Watkins who is DrinkTV Manager. Also with us is Patrick Robb, Head Brewer at BrewDog. These are a few among other elite judges who are on our judging panel for the 2021 London Beer Competition.

Every year, we try to go above and beyond to ensure that the competition benefits you in more ways than one. Normally when a competition is over, you get a score and a medal. This year, however,   you will additionally be provided with ‘tasting notes’ from the judges.  All entrants to the 2021 London Beer Competition will get shelf talker templates with tasting notes and scores when the 2021 results are announced.  The shelf talkers will be available to all, in the entrant’s zone on our website, free of cost.

What this means for you

London Beer Competition prides itself on being the key link between the brewers and the consumers at large. So in regards to growing your brand this year, what concerns you the most? Is it,

• Increasing your sales

• Launching or growing in the United Kingdom

• Distribution

• Recognition

• Having the big boys of the beer scene in the UK sample your product

• ALL OF THESE.

At London Beer Competition we understand just how important all of this is and it is exactly what we can assist you with. Having you enter your beers with us, instantly puts your beers in front of real trade buyers who are our judges. The opportunity to showcase your product to the people, who create and shape beer consumption in the UK, is an opportunity you need at the moment. 

This matters now more than ever before because it is the time to step out of the normal way of doing business, and garner as much visibility and credibility as possible.

Ever since its inception, the London Beer Competition has had a unique approach to judging the beers. It has three, highly effective judging criteria that are unlike any other leading competitions.

The Judging

Beers are judged on three significant criteria –

1.Their quality.

2.Their value for money.

3.What they look like.

As a producer, you need to understand that just because a beer has won gold in a competition based on its quality; it will not necessarily fly off the shelves if it does not offer the value for money a consumer is looking for. It could perhaps offer both, but may not be designed and packaged well enough to stand out from various other gold winners on a retail shelf. Thus the golden triangle of Quality, Value and Design is at the centre of our judging process.

The Judges

Any competition is only as good in worth, as its judges. Because the competition focuses on quality, value for money and the design and packaging, it is imperative for us, that we bring judges that are skin deep in understanding the consumer choice and the consumption trends of beers and its commercial competence.

This is precisely the reason why the 2021 London Beer Competition has curated and compiled a comprehensive list of judges. They include beer Sommeliers, beer Cicerone, head brewers, consultants and owners. People who are at the front line of all the pomp and show your beers bring to consumers. To put it into perspective, these guys are real trade buyers. People who are skilled tasters; who buy beers, day in and day out for a living!

The judges for the 2021 London Beer Competition are – 

Mitch Adams - Operations, Beer & Cider buyer, Euroboozer

Gabriele Bertucci - Beer Sommelier

Cheryl Cade - Beer Sommelier, Certified Beer Cicerone

Paul Davies - Director at AleHunters plc

Dan Fox - Pub Company Director - Beer, Pub & Brewing Consultant

Pete Hughes - Group Head Brewer at the Brewhouse & Kitchen brewpub group

James Kellow - Accredited Beer Sommelier

Jacopo Mazzeo - Drinks Journalist & Consultant

Harry Meadows - Brewer at Ramsbury Brewing & Distilling Co. Ltd.

Matt Nawrat - Certified Cicerone

Ben Richards - Beer Sommelier and member of the Guild of British Beer Writers

Patrick Robb - Head Brewer at BrewDog

Roberto Ross - Owner of Roberto's Bar and Tasting Club

Ros Shiel - Secretary , British Guild of Beer Writers

Derek Wainwright - British Guild of Beer Writers Member

Lolly Watkins - Beer Sommelier , DrinkTV Manager

Winning Impact

How does winning this competition make a difference to you? Well, the winners of the 2021 London Beer Competition have unbelievable ancillary benefits. 

1.Winner Stickers

-All winners have an option of purchasing their winner stickers from us. Your winning medal stickers can be used extensively on your brand support tools like Brand deck, Shelf talkers, bottle neckers and case cards. 1000 free stickers are added as a bonus with your first order.

2.Get  Drinks Delivered

-Beverage Trade Network, the organisers of this competition, in 2020 launched, Get Drinks Delivered. It is an online platform that connects retailers and brand owners to consumers with their delivery services. This came as a much needed move in the wake of the pandemic. All winners of the 2021 London Beer Competition will be integrated here for everyone to sit up and take notice.

3.London Drinks Guide

-Winners of the 2021 London Beer Competition will be promoted on London Drinks Guide. It is a platform that will help promote your winning beers; and the venues selling them.

4.Reaching out to professionals

-The results will be shared with over 50,000 trade professionals, and over 20,000 real trade buyers world over, in the Beverage Trade Network community. It will also get press coverage with media partners of the 2021 London Beer Competition.

5.Social Media Support

-Winners get year-round social media support along with the press support from the London Beer Competition and our media partners.

6.Top 100 London Beer  Competition winners list

-Top 100 winners of the 2021 London Beer Competition, will feature in the Top 100 On-Premise & Off-Premise Beers list and Top 100 LBC Beers.

This is the time for all of us to pick up our boots, step up and go the extra mile to ensure that we adapt to this pandemic and use it to our advantage. With a lot of benefits to reap out of this competition, hop on our bandwagon today!

THIS IS THE FINAL CALL FOR ALL BEERS WHO INTEND TO TRAVEL TO UK. You may be stuck in your country; your beers don’t need to. Let them freely represent you.

Key information

When - March 16, 2021

Where - The Worx, London

Key dates

Registration Ends - Feb 22, 2021, Enter your beer now

Warehouse Closes -  Feb 26, 2021

Judging Date - March 16, 2021

Winners Announced - April 12, 2021

Fee Schedule

£100 Regular - Dec 25, 2020 to Feb 22, 2021

Quantity Discount Now Available

4 to 9 entries: 10% discount

10 to 14 entries: 15% discount

15 or more entries: 20% discount