Richard Siddle: importance of wine awards

There are times it seems there are more medals handed out in the UK wine trade than there are to Mutley the dog in the classic cartoon series, Catch the Pigeon. But it is not just winning a medal that counts, it is what you do with it.

This week a whole host of awards, trophies and, yes, medals, were handed out at the International Wine Challenge dinner. Leading figures from the world of wine descended on London's Grosvenor House to see whether the IWC's equivalent of Dick Dastardly, Tim Atkin or Charles Metcalfe, would clip a medal to their proud chest.

This is the first year that Harpers Wine & Spirit has been a partner of the IWC, as we share the same owner William Reed Business Media, and it has meant we have been able to see first hand the painstaking and independent process that somehow manages to put thousands of wines through exactly the same judging criteria over the course of two weeks days. As all wines are tasted blind any winner of a gold, silver or bronze medal can genuinely say they are leaders in their field.

Using medals to help wines stand out on shelf, in a brochure, or on a wine list is a tried and tested way of cutting through the clutter to the consumer. Wine buyers alike use medal recommendations as one of the key criteria in choosing which wine to pick up.

But the IWC also has its role to play in ensuring its medal, its logo, actually stands for something with consumers. The PR and publicity machine that goes on around the year to put the Challenge in front of consumers is not just about promoting the winning wines, but looks to help make wine drinkers aware of the quality of wine out there and hopefully encourage them to trade up to try the wines with an IWC medal.

Which is what wine competitions are all about. Rewarding quality and encouraging consumers to trade up.

Let's face it we all like winning medals, or wearing a consumer's hat, buying into the success of others. If we can't be Muttley and win a medal ourself then it is nice to be able to buy a bottle of someone who has.

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