The EUROPE BEER & CIDER AWARDS looks to recognize, reward and help 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 EUROPE AWARDS 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.

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 top-quality spirits, that offer 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.

Quality
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. Beverages may have a high price tag, but can still offer great value providing it delivers the right quality and taste at that price point.

Package and Design
This is arguably the most important part of a spirits brand to get right. For, after all, what a beverage brand looks like is how every consumer chooses the spirits they want to drink with their eyes first. Up to 85% of consumers will try new spirits just because they look good and if you can match that with a price and quality of spirits that offer great value for money, then you are more than halfway home. The EUROPE AWARDS 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
All the winners in the EUROPE AWARDS will give future trade beverage 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.