From shiny bottle stickers to proud press releases, awards are a familiar part of the drinks world. But do they actually help to shift bottles?
In my experience, the right award from the right competition can absolutely support a sale. It offers customers a shortcut in a busy aisle, especially when they’re looking to try something new. A gold medal doesn’t close the deal on its own, but if it’s backed by display materials, social media support or even just a confident recommendation, it can make a real difference.
At Mangrove, we're not in the habit of recommending to brands that they chase medals for the sake of it. But, when the award is credible and timed well, it can open doors – we’ve seen new listings follow wins, and we’ve seen sales uplift too. That said, not all awards are created equal. I tend to look for the ones that carry real weight in the UK like IWSC, the Spirits Business Awards or Great Taste – with proper judging and strong trade recognition behind them.
Nick Gillett
If you’re reviewing your range, it’s worth paying attention to what those bottles on your shelf are saying. A recent win can give you a useful talking point, a reason to trial something new, and a simple way to help your customers shop with confidence.
Just make sure the bottle earns its place through great taste and not just a shiny sticker.