Awards can benefit us all

27 August, 2008
Page 20 
In this month's DI we have two supplements: Sherry (in a pull-out section) and Vodka, in which you'll find the results of our Vodka Challenge tasting.

Awards can really give you and your business a boost. Every profession and every type of business has its awards schemes, and in terms of entering competitions - the more the merrier. There can't be too many opportunities to have your excellence in creativity and productivity independently recognised.

Why? Because it makes good business sense. For example, to have your wine or spirit awarded a medal is a powerful accolade and one which, if used well as a marketing tool, can strengthen your brand's image and seriously boost sales. Let's face it - the majority of consumers the world over like to have some form of reassurance that they are buying wisely and that their friends and family, particularly if they are entertaining, will appreciate and admire their choice of wine, aperitif and or digestif, to accompany the meal.

Confronted with a wall of bottles in the retail outlet, it's easy to understand how the addition of a medal on a label can cement the purchasing decision.

It can also be good news for the retailer who stands to benefit from customers feeling confident enough to trade up and start spending that little bit more on their wine selection on a more regular basis.

The best -known competition medals on an international scale are those of the International Wine Challenge and the International Spirits Challenge.

Now in its 25th year, the International Wine Challenge has to be one of the most important for the wine sector globally, attracting some 9,000 entries every year. It is considered the most comprehensive and influential blind tasting in the world and its medals are recognised not just in the UK, where the awards are organised, but internationally.

The 2008 IWC entries are in, but if you still wish to enter this year's competition and can get your wine to the IWC's UK offices by April 14, I suggest you e-mail for late entry information.

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