The London Competition looks to recognise, reward and help promote wine, beer, and spirit brands that have successfully been created to identify with and target a specific drinker. For any brand to earn its place on a retailer’s shelf or a restaurant’s wine/beer/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 London Competition is different. It will single out and shine the spotlight on those wine, beer, and spirit brands that consumers really want to buy and have a clear market value for trade buyers.