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The Competition

The Paris Spirits Cup aims to recognize, reward, and promote spirit brands that have successfully been created to identify with and target a specific spirit drinker. For any spirit brand to earn its place on a retailer’s shelf or a restaurant’s spirit 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. 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 spirit on the shelf to offer the best value for money. Far from it. A spirit 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 spirit they want to drink. With their eyes first. Up to 65% of consumers will try a new spirit just because it looks good and if you can match that with a price and quality of spirit that offers great value for money, 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.

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 spirits makers, growers, and producers that are making the spirits; 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.

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