The 2026 International London Spirits Competition has announced its winners following one of its most globally representative editions to date, with entries from over 30 countries and judged by leading buyers, bartenders, and industry professionals.

At first glance, the results may appear as another list of medal-winning spirits. But for drinks merchants, they represent something far more valuable — a clear and current reflection of what works on today’s retail shelves.

Because the off-trade is no longer driven by abundance. It is driven by precision, performance, and clarity.

A competition built for how spirits are actually sold

What makes the International London Spirits Competition particularly relevant to the off-trade is its judging framework. Each product is evaluated not only on quality, but also on value and packaging, with quality carrying double weight in the final score.

This mirrors the real-world retail journey. A customer walking into a store does not taste first — they see, compare, and decide. Price, label clarity, and perceived value all play a role in that decision.

For drinks merchants, this alignment is critical. It means that the winners are not simply technically strong spirits, but products that have already been assessed through the same lens that drives consumer purchasing behaviour.

In that sense, the competition acts less as an awards platform and more as a filter for commercially viable products.

No.3 Gin sets the benchmark

This year, No.3 Gin emerged as the standout performer at the International London Spirits Competition, widely regarded as one of the world’s most influential and commercially relevant spirits competitions. Securing the prestigious Spirit of the Year title with a Double Gold medal and an impressive 98-point score, the win reflects not just exceptional quality, but a product built to perform across today’s global market.

Crafted by Berry Bros. & Rudd, one of the UK’s oldest wine and spirits merchants, and distributed globally in partnership with Edrington, No.3 Gin carries a heritage spanning over 320 years. Developed over two years in collaboration with Dr David Clutton and leading mixologists, the gin was designed as a benchmark London Dry — ideal for classic serves such as the Martini, where precision and balance are critical.

Berry Bros. & Rudd, UK

Its distinctive packaging, inspired by the historic No.3 St James’s Street address in London, further strengthens its premium shelf presence. In the context of an international competition judged by leading buyers and trade professionals, this win firmly positions No.3 Gin as not just one of the finest gins globally, but also one of the most commercially complete products for both on-trade and off-trade markets.

For drinks merchants, it is a textbook example of a product that delivers across every touchpoint — liquid, story, price, and presentation — and, crucially, one that can be stocked with confidence.

A market balancing accessibility and premiumisation

Looking across the wider winners, the results highlight a market that is evolving with discipline rather than extremes.

Products like Żubrówka Vanilla Flavoured Vodka, recognised for both value and within its category, underline the continued importance of accessible, flavour-led spirits that offer strong margins and reliable volume.

At the same time, premium expressions such as Clarity Navy Gin reinforce that consumers are still willing to trade up — but only when the proposition is clearly defined and easy to understand.

This balance is critical for merchants. It highlights the need for portfolios that cater to multiple consumer occasions, from everyday purchases to premium gifting, without losing clarity or focus.

Global diversity, but grounded in commercial logic

The geographic spread of winners — from Kakira Dark Rum to Martin Albus Liker OD Višnje and Herradura Reposado — reflects the increasingly global nature of the spirits category.

Consumers are more open than ever to exploring new origins and styles. However, that openness is not without boundaries.

Products must still meet expectations around:

- Price
- Quality
- Clarity of positioning

For drinks merchants, this reinforces an important reality: discovery drives interest, but commercial structure drives sales.

Packaging as a driver of retail conversion

One of the most significant signals from this year’s competition is the continued emphasis on packaging as a core judging pillar.

In the off-trade, purchasing decisions are often made in seconds. A product’s ability to communicate its value visually — through bottle design, label clarity, and overall presentation — can determine whether it is picked up or passed over.

The recognition of packaging within the competition highlights its role not just as branding, but as a key driver of retail conversion.

For merchants, this is a practical takeaway: products that are easier to understand visually are often easier to sell.

Judged by those who understand the realities of retail

Another reason these results resonate with the off-trade is the composition of the judging panel. With over 70 industry professionals involved — including buyers, bartenders, and operators — the competition is grounded in real-world commercial experience.

These judges understand:

- What sells quickly
- What sits on shelves
- What customers respond to

As a result, a high-scoring product is not just an endorsement of quality, but an indication of real-world listing potential.

This year’s panel 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.

Alongside senior bartenders, beverage directors, and retail buyers from across the UK and global markets.

This is critical. These are not theoretical judges — they are professionals dealing daily with margin pressures, SKU rationalisation, and consumer expectations.

A high score here signals not just quality, but real-world listing potential.

“Today, a winning spirit is not just about taste — it’s about how it performs on a list, how it’s priced, and how it connects with the consumer. The brands that win here are the ones built for real commercial success.”— Sid Patel

A practical tool for smarter buying decisions

For drinks merchants, the London Spirits Competition should not be viewed as a definitive buying list, but as a highly valuable starting point.

It offers:

- A shortlist of commercially validated products
- A benchmark for reviewing current ranges
- Insight into evolving consumer preferences

In a market where every SKU carries cost and expectation, this kind of filtering can significantly reduce risk and improve decision-making.

A more disciplined future for the off-trade

The 2026 results ultimately reflect a more focused and disciplined retail environment.

- Consumers are buying with more intent.
- Retailers are selecting with greater scrutiny.
- And brands are being challenged to deliver more than just quality.

The winners of the International London Spirits Competition are not simply those that perform well in the glass.

They are the ones that understand how products are discovered, evaluated, and purchased — and are built to succeed within that reality.

For drinks merchants, that makes them worth paying attention to.

View the full list of winners for 2026