In an industry often driven by new launches, disruptive brands, and emerging trends, the biggest story from the 2026 International London Spirits Competition is a reminder that legacy — when executed well — still leads.

This year, Berry Bros. & Rudd, Britain’s oldest fine wine and spirits merchant, stepped onto the biggest stage with its own-label brand, No.3 Gin, securing the prestigious Spirit of the Year title with a Double Gold medal and 98 points.

It is a moment that carries significance far beyond a single award.

Because this is not just a brand win. It is a statement about how heritage, when combined with commercial understanding, can still outperform in a modern, highly competitive market.

A legacy built for today’s market

Founded over 320 years ago, Berry Bros. & Rudd has long been synonymous with quality, trust, and consistency. But what makes this win particularly noteworthy is not its history — it is how that history has been translated into a product designed for today’s consumer.

No.3 Gin was not created as a nostalgic tribute. It was built with intent.

Developed over two years in collaboration with Dr David Clutton and leading mixologists, the gin was designed as a benchmark London Dry — a spirit that would perform flawlessly in classic serves, particularly the Martini, where balance and precision are essential.

This focus on function, rather than trend, is what sets it apart.

From merchant to brand owner — and winning at both

For drinks merchants, there is an added layer of relevance in this story. Berry Bros. & Rudd is not just a producer. It is a merchant.

It understands:

- How products are positioned
- How pricing impacts movement
- How customers make decisions in-store

That perspective is clearly reflected in No.3 Gin.

The product is:

- Instantly recognisable
- Clearly positioned within its category
- Priced in a way that supports both premium perception and accessibility

Its distinctive packaging, inspired by the historic No.3 St James’s Street address in London, reinforces that clarity, making it easy to understand and easy to sell.

This is not an accidental design. It is merchant thinking applied to brand building.

Winning where it matters

The International London Spirits Competition is widely regarded as one of the most commercially relevant competitions in the world, precisely because of how it evaluates products.

2026 London Spirits Competition Judges

Judged by buyers, bartenders, and industry professionals, and scored across quality, value, and packaging, it reflects the same criteria that drive real-world listing decisions.

The judging panel included some of the UK’s most respected voices in spirits, hospitality, and the drinks trade. Judges included:​

Andrew de Lavis-Trafford – Head of Buying Spirits, Beers & Softs at Enotria Winecellars Ltd, UK

Stephanie Macleod- Master Blender and Director of Blending, Scotch Whisky for Bacardi

Claudia Carrozzi – Head of Beverage at Cunard and UKBG President

Nick Larsson-Bell – Senior Spirits and Beer Buyer at Harvey Nichols

Cristiana Pirinu- Assistant Director of Mixology - The Donovan Bar

Nuno Simões– Luxury Bar & Beverage Manager at The Royal Bell

Craig Wallace – Whisky Creation Leader and Master Blender at Diageo

Francesco Colucci – Head Bartender at Ginger Lily Pan Pacific London

Nelson Reis – Retail Duty Manager at Speciality Drinks Group

Billy Leighton – Master Blender Emeritus at Irish Distillers Pernod Ricard

Christian Maspes – Food and Beverage specialist, Sake sommelier & Educator, Bar project developer.

Dennis Sadovyak – Bar Manager at The Wolseley Hospitality Group

Barbara SC – Spirits Advisor at The Whisky Exchange

Stephanie Wallace – Whisky Specialist Team at Diageo

David Wood – Founder at Liana Collection - IWSC Drinks Distributor of the Year 2023

View the full list of judges here.

To win here is not just to impress with taste. It is to demonstrate:

- Commercial viability
- Shelf readiness
- Consumer appeal

And that is exactly what No.3 Gin has achieved.

A signal to the trade

For the wider trade, this result sends a clear and timely message. In a market where consumers are more selective, retailers are more focused, and shelf space is increasingly competitive, the products that succeed are those that bring everything together in a cohesive and compelling way. Quality alone is no longer enough, and neither is a strong story in isolation.

Success today lies in the combination of factors that work seamlessly at the point of sale — liquid excellence, clear positioning, strong value perception, and confident presentation. When these elements align, a product not only earns attention but sustains it, ultimately driving the kind of consistent performance that both retailers and consumers are looking for.

A full-circle moment for the merchant world

There is something deeply symbolic about this win — a moment that resonates far beyond the trophy itself. Berry Bros. & Rudd, Britain’s oldest fine wine and spirits merchant, has built its reputation over centuries on the art of sourcing, selecting, and selling exceptional products. Its entire legacy is rooted in understanding what works in the market — what customers trust, what retailers can confidently stock, and what ultimately delivers consistent performance.

What makes this achievement stand out is that this knowledge has now come full circle. Through No.3 Gin, the merchant has applied centuries of commercial insight to create a spirit that is not only technically excellent but commercially complete. It is a product shaped by deep market understanding, refined into a clear and confident proposition, and positioned to succeed at the highest level — a true reflection of what happens when heritage, experience, and modern execution align on the global stage.

The success of No.3 Gin is not just about winning a trophy; it demonstrates what happens when deep market understanding meets disciplined product creation. For drinks merchants, it serves as both a validation and a lesson — the fundamentals still matter, clarity still sells, and when everything aligns, from heritage to product to positioning, the results ultimately speak for themselves.