These Medals aren’t just Given: They are Earned!
Though the New Orleans Spirits Competition is proud to present medals, these awards are more than bling for the tasting room. They represent the respect of the industry. Their presentation at the world’s premiere cocktail event resonates through the bartending and spirits communities. Recognition at NOSC presents an affordable way for emerging brands to create buzz in distant markets.
It began several years ago, when Tales of the Cocktail Foundation reached out to respected spirits author Wayne Curtis about founding a judging program. Wayne was the first one to admit to Neal Bodenheimer (Co-Chair of the TOTCF Board of Directors) that he didn’t know the first thing about the logistics of running a judging program, but he did know a couple of guys who did.
As a spirit judge, Wayne got to know Andrew Faulkner and Matthew Sharpe. Drew had assembled the American Distilling Institute’s Judging of Craft Spirits and literally wrote the book on spirits competitions. The protocols he assembled for that competition were spread across the internet and became the backbone for other competitions that mushroomed up. Matt had worked with Drew as whiskey steward at the ADI Judging and became the judging director when the American Craft Spirits Association inaugurated a similar program. Between the two of them, there are three decades of experience running clean competitions with an industry-wide reputation for credibility. Now in its fifth year, the NOSC is setting the standard.
To Drew and Matt, nothing is more important than selection of judges and NOSC’s list of judges reads like a Who’s Who of the spirits world. The professionalism, reputation and knowledge of the industry leaders who judge spirits is the backbone of the competition.
NOSC not only selects judges for their palates and experience but also from a variety of expertises in the beverage alcohol community, bartenders, distillers, retailers, distributors, importers, and authors. Retailers and wholesalers probably taste a wider variety of spirits daily, and make buying decisions. Distillers have insight into process that separate the well-made spirits from the exceptional. Together, NOSC’s judges are the mentors who have the respect of the hospitality and distilled-spirits communities.
Even with the best judges in the world, care must be taken to ensure the products are evaluated on a level playing field. Blindness is a key to the impartiality. A certain amount of information is necessary to share with the judges so they know what they are tasting, but TMI can tip a brand. For instance, exact proofs identify some brands; a particular botanical may pinpoint another, and certain cask finishes provide another clue.
Judges receive the category, approximate age, approximate proof of a spirit, and maybe an explanatory comment without being brand-tipping. ABV is given in ranges; 40-45, 45-50, 50-55, etc. The same is true of age statements: five to six years, six to 10 years, 10-20 years old, etc. Entrants are categorized and flighted with carefully developed criteria to make sure judges are comparing apples to apples, and not apples to nashi pears.
In a unique format, NOSC appraises entries in two rounds; the first is remote (at the judges’ workspace), and the second is live at Tales of the Cocktail.
In the first round, judges appraise the nuances of each spirit in familiar surroundings, on their own glassware, without distractions. The average of their collective scores determines medals awarded and the tasting notes provide insight into how each is perceived by third-party experts. The comments can explain why a spirit received an award, provide verbiage for marketing materials, and can provide insight into improving products.
The Top Six spirits in selected classes advance to a live championship round at Tales of the Cocktail, culminating in the highly anticipated announcement of the winners. This one-of-a-kind public judging reveals a little of what goes on under the hood. The highest-scoring spirits compete in a blind tasting with the Top Six brands in their class for Spirits of the Year.
A live audience is served the same flight that is being evaluated by our expert panel of judges. After the judges rate the spirits and the while scores are being tallied, the conversation gets interesting. Some of the best palates in the world expand on distinctions between some of the best spirits in the world. Later the comments (but no votes) are opened up to the rest of the room. It has become one of the most sought-after tastings at Tales. The Top Six competitors are also invited to pour at the “Best Spirits in the World” tasting, where industry luminaries can wander in and make the connection.
Winners are announced simultaneously by the Tales of the Cocktail Foundation and Imbibe magazine.
This is more than just a competition. It’s your chance to elevate your brand and make your mark on the global stage. Medalists get recognition at one of the world’s largest gatherings of industry leaders. Bartenders come by the thousands, from every region of the country and internationally to celebrate the art of the mixed drink. Introduce your spirit to people who can place your products, proudly mix drinks with them, and introduce your spirits to consumers.
There is no better place to reach the most influential people in the spirits community. NOSC makes an effect that matters in the marketplace.
Important dates to remember:
April 10 — International deadline (for spirits not yet distributed in the United States)
April 24 — Final Deadline for submitting entries
May 1 — The last day for bottles to be received
