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About PSC

The Paris Spirits Cup aims to recognize, reward, and 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.

That is why the Paris Spirits Cup is different. It will single out and shine the spotlight on those spirits brands that consumers really want to buy and have a clear market value for trade buyers.

The competition follows strict rules concerning its organization, criteria, Judging, and Results.

A competition that will judge spirits in three key areas:

  • Their quality.

  • Their value for money.

  • What they look like.

To be an award winner you will need to have a top quality spirits, that offers both the trade and the consumer great value for money, and you will need to look good and truly stand out on the shelf and on the back bar.


The Paris Spirits Cup is not about recognizing spirits that achieve the best quality scores, but you would struggle to drink more than a glass of. We want to celebrate spirits that are both enjoyable and easy to drink. Spirits that are well balanced, where their acidity, tannins and alcohol levels all work seamlessly together. That’s the quality factor.

Value for money

You don't need to be the cheapest spirits on the shelf to offer the best value for money. Far from it. Spirits may have a high price tag, but can still offer great value providing it delivers the right quality and taste for a spirits at that price point. The Paris Spirits Cup will assess each spirits for how much value it is offering its customers.

Package and Design

This is arguably the most important part of a spirits brand to get right. For, after all, what a spirits brand looks like is how every consumer chooses the spirits they want to drink. With their eyes first. Up to 65% of consumers will try a new spirits just because it looks good and if you can match that with a price and quality of spirits that offers great value for money, and then you are more than halfway home. The Paris Spirits Cup will reward those brands that show they understand their customers, and the price category they are operating in, and have produced a design and package with the right personality to attract and keep their attention. 

Commercially relevant

Crucially, all the winners in the Paris Spirits Cup will give future trade spirits buyers, be they for a supermarket, specialist spirits retailer, casual dining or upmarket restaurant, the re-assurance that these are spirits that their customers want to buy. The Paris Spirits Cup judges are a leading panel of top-level spirits buyers with current direct commercial buying responsibility. or spirits consultants and experts who are also directly involved in the development of new spirits brands or buying spirits for commercial resale. View the list of judges here.

Cross-industry recognition

The Paris Spirits Cup also recognizes the huge talent and skills that now exist right through the spirits supply chain. From the distillers, growers and producers that are making the spirits; through to the specialist importers and wholesalers that help bring them to market; along with the designers, packaging experts and brand development teams that ensure there is a market and customer base to sell to. There are many benefits of winning a medal at the Paris Spirits Cup. Check out the winning impact.

Consumer awareness

Winners in the Paris Spirits Cup will receive either a Gold, Silver or Bronze award and be supported by a strong consumer awareness campaign, particularly through social media channels and spirits comparison apps, to promote this new global competition.

Competition organizers

The Paris Spirits Cup has been created exclusively by the Beverage Trade Network, the US drinks events, services, business and publishing group dedicated to helping drinks producers and brand owners get closer to the buyers, distributors and retailers that can bring their products to market