Trade buyers who have daily interactions with consumers are the best people to rank products. They are constantly checking in with the market to ensure that their buying decisions line up with what the consumer wants and what will sell, based upon quality and price. Their livelihoods depend on it–a wrong buying decision means that products gather dust on shelves and have negative impacts on their bottom lines.

The Press and other non-buyers/professional tasters do not have access to this valuable information. Our experienced trade buyers will sample a product and one of three things may happen. The first is “I personally like it…but it won’t sell”. The second is “I personally don’t like it…but it will sell”. The third is “I like it and it will sell”. This feedback is invaluable to other buyers, who have come to rely on our awards to make their own buying decisions.

All of the beer & cider brands in our competition are judged within their appropriate price range because our judges are deciding whether or not each product will sell in their local market. Price is a very big factor in determining value for the consumer, and it is information that they would consider when making a real buying decision. We wanted our judging to be as close to the real-world buying process as possible, so we provide our judges with the actual retail price of each product in order to gain the most accurate insights from them.

Our trade-only judges award medals based upon the following criteria:

Bronze Medal– Our judges will sell it, distribute it and or import it
Silver Medal– Our judges really like it and will sell it, distribute it and or import it.
Gold Medal– Our judges love it and will sell it, distribute it and or import it.
Double Gold– All of the judges on the panel award it a Double Gold Medal if outstanding requirements.
Triple Gold– All of the judges on the panel award it a Triple Gold Medal if special outstanding requirements.

For more details, check out our Judging Process

No. If no beer & cider brand qualifies for a medal then no medal is awarded in that category.

This is a trade-only judging panel made up of professionals who are well respected by their peers in the industry.
You are placing your beer & cider brand in front of a trade buyer who makes buying decisions!

We are holding it in one of the biggest beverage markets in the world: WORLDWIDE. The media will be invited to report on the competition.
We work with our media sponsors to distribute the results to the trade and to consumers, also publishing a unique EUROPE AWARDS MAGAZINE, with 21.400 copies distributing to present all distilleries which are entering the EUROPE AWARDS COMPETITION. All the winners will be listed here on our website too.
The EUROPE AWARDS gives distilleries who are not currently imported or distributed worldwide the opportunity to be discovered.
We do not charge winning distilleries the use of our medals in their marketing materials.
You are only charged once when you submit your product.

Because we believe in full transparency, the judges immediately receive the results of the spirits they judge. We then request that the judges refrain from sharing who the winners are with people outside of the judging group until the formal announcements are made.

We will contact the winning producers shortly after the competition ends to allow them the opportunity to participate in the Press/Trade Event where the winners will be announced to be held at a later date.

There is no additional charge to participate in the Winners Circle at the trade event!

The vast majority of our judges come from the area: Europe, United States of America, South America, Asian Area, Australia, African and Oceania Area! There is an incredibly high concentration of talented beverage professionals in the area, and we choose the best and most dynamic among them to be our judges. These buyers are sommeliers, retail store buyers, beverage directors in restaurants and hotels, distributors and importers. We try to make our judging panels as diverse as possible, because we believe each expert brings a different perspective to the judging process on what the consumer wants.

We take great pride in saying NO! There are no charges for the use of winning medal images. There are no charges to participate in our Press/Trade Event announcing the winners. There are no surprises here.

We encourage large beverage organizations as well as trade offices to contact us directly for any additional support or assistance they need to submit their beer & cider brand. We offer special rates for organizations and consortiums who participate in our programs. Please visit our Contact Page to find out how to reach out to us.