There is no secret: the road to the U.S. market can be very long and filled with obstacles, and it takes both a lot of time and planning to elaborate a successful strategy and find the right partners to implement it. Fortunately, you’re not alone and can find your way around these obstacles with the right tools in hand.
Although both trade and consumers are constantly looking for something new worth discovering, the market is extremely crowded and it takes a lot for a product to get in front of them. Thankfully, there are many events and publications throughout the United States that provide wine and spirit producers with the opportunities to highlight their products and stand out from their competitors.
Whether in forms of ratings, reviews or medals, these distinctions allow producers to gain in legitimacy and visibility toward both trade and consumers, and they can use it as a leverage to set up the proper distribution network for their goals.
While there are many smaller-scale competitions and media outlets that offer similar opportunities to wine producers throughout the country, the following article aims at providing a clear overview of the most strategic ones, the ones every producer new to the US should know from the get go.
Wine & Spirit Competitions & Ratings opportunities every wine producer should know:
1. New York International Wine Competition (Website):
Where: New York
When: May 23rd, 2023 (TBC)
Entry Fee: $100 until 5/7 / $115 until 5/14 / $125 until 5/22
Entry Deadline: May 22nd, 2023 (TBC)
About (from event website):
What sets us apart (…) is our TRADE ONLY blind judging panel. At our wine competition, the retail store buyer, sommelier, restaurant beverage director, hotelier, distributor and importer will be our judges. We feel that these judges, whose livelihood rely upon their skill set, truly know what the consumer wants, as they receive on a daily basis the feedback from the consumer of what is good and what will sell. We enjoy having strong relationships with US Domestic Wine Organizations and International Wine Organizations in creating specific shipping and discount programs for them.
Personal thoughts: The New York International Wine Competition is probably one of the first ones I would pick if I were to submit my own wines to any US competition. Not only because well, this is New York, but because it’s a trade-focused event that provides a great level of visibility for winning producers and represents a strong asset when presenting wines to the US professionals, both in NY and across the states.
2. New York International Spirits Competition (Website):
Where: New York
When: April 30th, 2023
Entry Fee: $300 – $350 depending on date
Entry Deadline: April 28th, 2023
About (from event website):
What sets us apart from other international beverage competitions is our TRADE ONLY blind judging panel, and the spirits industry has continued to take notice as our competitions have grown. At our spirit competition held here in New York City, the retail store buyer, sommelier, restaurant beverage director, hotelier, distributor and importer will be our judges.
Personal thoughts: The New York International Spirits Competition is probably one of the first ones I would pick if I were to submit my own wines to any US competition. Not only because well, this is New York, but because it’s a trade-focused event that provides a great level of visibility for winning producers and represents a strong asset when presenting wines to the US professionals, both in NY and across the states.
3. San Francisco International Wine Competition (Website):
Where: San Francisco
When: TBD
Entry Fee: $100 (2022 Entry fee)
Entry Deadline: TBD
About (from event website):
The largest and most influential international wine competition in America, the San Francisco International Wine Competition (SFIWC) has been setting the standard for professional wine judging since its debut in 1980. Now in its 38th year, the SFIWC maintains the highest level of integrity with a blind-tasting system performed by a highly experienced panel of internationally acclaimed wine experts.
Personal thoughts: Head to head with its NY counterpart, the San Francisco Wine Competition is also the first one I would consider for my own products. The competition provides direct opportunities with the trade through a very curated panel of qualified wine professionals. Medals also serve as a leverage for business development efforts both in California and the United States.
4. San Francisco World Spirit Competition (Website):
Where: San Francisco
When: April 13th-15th, 2023
Entry Fee: $550 per entry
Entry Deadline: March 17th (Domestic) March 3rd (Imported)
About (from event website):
Founded in 2000, the San Francisco World Spirits Competition is the oldest and largest competition of its kind. The Tasting Alliance Competitions are considered the most influential for a reason. Earning a medal from the organization not only helps brands enter and stand out in the U.S. and international markets but is a critical next step for any producer to earn recognition in the industry and with consumers.
Personal thoughts: The San Francisco Spirit Competition is one of the top-tier competitions for spirits and one that I would highly recommend for any spirit product. Similar to its wine counterpart, this competition attracts a curated panel of qualified industry professionals, providing direct opportunities for trade exposure. Winning a medal at this competition can be an excellent leverage point for business development efforts not only in California but throughout the United States.
5. New York World Wine & Spirit Competition (Website):
Where: New York
When: August 2023 (TBD)
Entry Fee: $425 per entry
Entry Deadline: (TBD)
About (from event website):
In the Competition’s eight-year history, the New York World Wine & Spirits Competition (NYWSC) has established itself as one of the most respected judging events in the eastern U.S.A. Our judges—predominantly from the New York area—are among the wine and spirits industry’s most trusted authorities, not only on the subject of quality wines and spirits, but also on the regional tastes and trends that drive the wine and spirits markets.
Personal thoughts: If you’re looking to enter your wine or spirit product in a highly regarded competition, the New York World Wine & Spirit Competition is definitely one to consider. This competition is known as a top-tier event, and attracts a panel of highly qualified industry professionals who offer direct opportunities for trade exposure. Winning a medal at this competition can be a great way to increase visibility and establish credibility for your product, not just in New York, but across the United States.
Entry Fee: $100.00 Until April 28th / $120 after April 28th
Entry Deadline: June 30th, 2023
About (from event website):
The USA Wine Ratings looks to recognize, reward and help promote wine brands that have successfully been created to identify with and target a specific wine drinker. For any wine brand to earn its place on a retailer’s shelf or a restaurant’s wine list – and then vitally stay there – they need to be marketable and consumer driven and not just produced in the general hope it can find enough people willing to sell and buy it.
Personal thoughts: Affiliated with the Beverage Trade Network, this competition provides a wide range of opportunities for producers looking to gain in visibility toward a large network of established wine professionals across the country. This competition / ratings opportunity is also definitely one of the top ones I would consider for my own products.
Entry Fee: $200.00 Until April 28th / $250 after April 28th
Entry Deadline: June 30th, 2023
About (from event website):
The USA Spirits Ratings looks to recognize, reward and help promote spirits brands that have successfully been created to identify with and target a specific spirits drinker. For any spirits brand to earn its place on a retailer’s shelf or a restaurant’s spirits list – and then vitally stay there – they need to be marketable and consumer-driven and not just produced in the general hope it can find enough people willing to sell and buy it.
Personal thoughts: Affiliated with the Beverage Trade Network, this competition provides a wide range of opportunities for producers looking to gain in visibility toward a large network of established spirit professionals across the country. This competition / ratings opportunity is also definitely one of the top ones I would consider for my own products.
Ultimate Wine Challenge™ provides the most expert and authoritative evaluation of wines for producers, marketers, importers, distributors and retailers available. Careful, meticulous evaluation of each product. Powerful marketing support and collateral that helps build your brands and further promote your products.
Personal thoughts: This competition is a great opportunity to obtain a US ratings that you can leverage while establishing your distribution network. While they are not as “mainstream” as other competitions/ratings, they are affiliated with the Beverage Media Group and can also serve as a stepping stone for a higher level of visibility within the trade. Definitely to be considered!
Ultimate Spirit Challenge™ provides the most expert and authoritative evaluation of wines for producers, marketers, importers, distributors and retailers available. Careful, meticulous evaluation of each product. Powerful marketing support and collateral that helps build your brands and further promote your products.
10. Wine & Spirits Wholesalers of America Tasting Competition @ Access LIVE (Website):
Where: Orlando, Fl
When: April 1st – 2nd, 2023
Entry Fee: Must be exhibiting at convention ($3,200+) + $75 admin fee per SKU
Entry Deadline: April 1st, 2023
About (from event website):
The Wine & Spirits Tasting Competition (…) is one of the highlights of the WSWA Convention & Exposition (now called Access LIVE) and a great way to gain additional exposure for your brand(s). Judging and judging criteria for the Wine & Spirits Tasting Competition is managed by The Tasting Panel magazine and The Somm Journal, two of the most widely circulated trade publications in the beverage industry, reaching an audience of thousands of key decision-makers every month.
Personal thoughts: The annual WSWA Conference is clearly one of the most important industry events in the United States. It serves as a great hub for wine and spirits producers from around the world to meet with wholesalers and develop their distribution network in the US. Unfortunately for smaller producers, the competition isn’t a stand alone event and you must be registered as an exhibitor in order to enlist your products in the competition. Prices vary based on the sponsorship level, but the minimum you need to consider is $399 for a traditional studio suite.
Entry Fee: $120 until April 14th/ $150 from April 15th to 18th
Entry Deadline: March 24th (Imported), April 14th (Domestic)
About (from event website):
The goal of the Sommeliers Choice Awards is simple: to provide on-premise buyers and sommeliers a valuable benchmark for understanding which wines would make a compelling addition to a wine list. The judging panel of the Sommeliers Choice Awards will consist entirely of top sommeliers, on-premise wine buyers and wine directors at U.S. restaurants, bars, pubs, and clubs.
Personal thoughts: This competition is the perfect opportunity for producers looking to gain both visibility and legitimacy toward on-premises professionals. Definitely one of the top ones I would consider to create more opportunities On-Premise. The competition is also affiliated with Beverage Trade Network which brings an additional layer of legitimacy to the competition.
Entry Fee: $0 (Must be currently imported to the US)
Rating Process (from website):
No fee for participation in our tasting and review program as long as the wines are imported into the U.S. We will not review any wines not currently imported into the U.S. We ask that submitters provide two bottles of each wine to be tasted; single bottles will be accepted, but we cannot guarantee individual follow-up if the sample provided is corked or otherwise compromised. The wine must be the final product, with current vintage, approved labeling and packaging. Read full procedure here: Wine Enthusiast Submission Process
Personal thoughts: As much as I personally believe traditional point rating systems are outdated, Wine Enthusiast Ratings are still a “must-have” for all producers trying to expand their sales in the US. Not only does a good rating open many doors with trade professionals, but it can also spark a huge interest at the consumer level. Definitely something to consider right away if you haven’t yet.
Entry Fee: $0 (Must be distributed in major markets in the United States)
Rating Process (from website):
Most of the wines we review are specifically requested by our editors and supplied by producers or importers. In order to achieve our coverage goals, Wine Spectator also spends thousands of dollars each year purchasing wines for review. In addition, we receive many unsolicited samples; unfortunately, due to logistical constraints, we cannot guarantee that these wines will be tasted or reviewed. Wines that are sent without the supplemental information we require will not be tasted. If you produce or represent a wine you would like Wine Spectator to review, contact the appropriate office for information. Contacting us before you send samples will save effort and expense for all concerned. Read full procedure here: Wine Spectator Submission Process
Personal thoughts: Just like Wine Enthusiast, Wine Spectator’s Ratings are a “must-have” for producers trying to expand in the US. They are relevant for both the trade and (some) consumers and only requite a couple of bottles. This is definitely an investment I would consider as well.
Entry Fee: $0 (Must be currently imported to the US)
Rating Process (from website):
Robert Parker’s rating system employs a 50-100 point quality scale (Parker Points®). It is my belief that the various twenty (20) point rating systems do not provide enough flexibility and often result in compressed and inflated wine ratings. The Wine Advocate takes a hard, very critical look at wine, since I would prefer to underestimate the wine’s quality than to overestimate it. The numerical ratings are utilized only to enhance and complement the thorough tasting notes, which are my primary means of communicating my judgments to you. Read full procedure here: Robert Parker / Wine Advocate Submission Process
Personal thoughts: I’ve always pictured Robert Parker as a Godfather-like type of guy sitting in a leather chair next to a fireplace and smoking cigars all day. Not very flattering for one of the biggest names in the industry, right? Well, I guess it’s a generational thing. While I do not necessarily value the RP / Wine Advocate ratings, they still are a thing for older generations. Producers from around the world should still consider it in 2020 (if they really want to, I guess).
15. Los Angeles International Wine Competition (Website):
Where: Los Angeles
When: May 22nd – 23rd, 2023
Entry Fee: $95
Entry Deadline: February 24th, 2023
About (from event website):
The Los Angeles International Wine Competition is committed to educating the public about wine, featuring industry experts with extensive knowledge about wine growing and selection, wine tasting and wine and food pairings. The competition achieved world-class status, attracting wines from around the world. The judging panel has grown to nearly 70 judges from all parts of the globe.
Personal thoughts: Much more consumer oriented than the SFIWC, the Los Angeles Wine Competition still provides a great opportunity for producers to gain visibility toward local trade and consumers. Obtaining medals at this competition will allow for more visibility across the festival’s platforms and will support both local, and to a larger extent, national distribution efforts. While I would consider this competition on the long run, I would probably focus on the trade-oriented ones in the first place. That being said, this can also be a great entry point if your strategy is focused on the Californian market.
That’s about all I have in mind for the main wine competitions / ratings opportunities every wine producer must know. Should you be interested in knowing more about local opportunities for your product, please feel free to contact me and I will do my best to guide you to the right ones!
